The Underlying Importance of Value in Artificial Intelligent Travel Application AcceptanceModel

With the rise in the popularity of travel artificial intelligence applications, more research is needed to acquire specific knowledge in the hospitality sector. This research develops a novel methodology for comprehending consumer perceptions of artificially intelligent travel applications, integrating the Value-based Adoption Model and the Artificially Intelligent Device User Acceptance framework. The proposed Artificial Intelligent Travel Applications Acceptance Model framework examines consumers' behavioral intentions regarding accepting and paying for Artificial Intelligent travel applications during their tourism activities. It delineates the perceived benefits and sacrifices that elucidate how individuals receive and are inclined to remunerate for specific Artificially Intelligent travel applications. This study offers a building block for future work investigating applications’ causal relationships between the drivers of perceived value and consumer acceptance behavior.