Understanding travelers’ willingness to accept and purchase Artificial Intelligent travel applications using Value- based Adoption theory
(A2023-114429)

AUTHORS

Dimitra Skandali, National and Kapodistrian University of Athens; Vagia Mochla, National and Kapodistrian University of Athens; Adamantia Kechagia, National and Kapodistrian University of Athens; Lamprini Piha, National and Kapodistrian University of Athens; George Tsourvakas, National and Kapodistrian University of Athens

ABSTRACT

With the rise in popularity and use of travel Artificial Intelligent (AI) applications (apps), more research is needed to acquire more knowledge about what intensions make travelers utilizing and buying special apps during their trip so that they keep behaving likewise. Based on the theory of Value-based Adoption Model (VAM) the present study empirically tests consumers’ willingness to accept (WTA) and willingness to pay (WTP) for travel apps on their mobile phones while enjoying a tourism destination experience. Using an established scaled questionnaire a total of 373 users of various AI travel apps were surveyed. The findings revealed that trust(T), happiness(H), anthropomorphism (AM), perceived immersion (PIM) and estimated effort (EF) positively impact perceived value (PV), WTA and WTP for AI travel apps, while complexity (C) discourage consumers in adopting and paying for those apps. Additionally, PV was found to be one of the most important predictors in WTA and WTP adoption. This study offers valuable insights for tourism industry regarding attracting and engaging foreign travelers with their AI apps.