Resistance to AI-designed customized travel: the role of perceived personalization

Purpose The purpose of this study is to examine tourists’ acceptance of artificial intelligence (AI) in the customized travel industry, focusing on its role in travel planning and design. While AI offers advantages such as increased efficiency and cost reduction, its acceptance as a travel designer remains uncertain. The authors examine whether tourists are willing to accept AI as their customized travel designer and, more importantly, whether personalization mediates this process. Design/methodology/approach Using an experimental approach to guide participants through scenarios, the authors manipulated the source of the designer (AI vs human) and measured tourists’ acceptance of AI in comparison to human designers. This study consists of two experiments, supported by 398 valid questionnaires, which were used to examine the proposed hypotheses and model. Findings The findings of this study indicate a notable reluctance to adopt AI as a customized travel designer. This resistance stems from the belief that AI is unable to address individuals’ unique needs, leading to a reduced sense of personalization and lower acceptance. Furthermore, positioning AI as a supportive tool rather than the primary decision-maker in the customized travel design process can mitigate this resistance. Originality/value This research offers early recognition of tourists’ resistance to AI in customized travel services and expands understanding of AI’s role in this context. From a practical perspective, this study provides feasible strategies to address this resistance, offering actionable recommendations for various stakeholders involved.