Factors Influencing Tourists' Intention To Use Artificial Intelligence At Tourist Destinations In Viet Nam.

This study is designed to evaluate the factors influencing tourists' adoption of artificial intelligence (AI) in tourism in Vietnam. Data is collected from 250 tourists at various tourist destinations in Vietnam using a convenience sampling method. The research team employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach to examine the relationships among the constructs in the research model, including interactivity, facilitating conditions, informational support, performance expectancy, and intention to use AI in tourism. The research findings indicate that interactivity, facilitating conditions, informational support, and performance expectancy significantly impact tourists' intention to adopt AI in tourism in Vietnam. The results provide practical implications for the tourism industry, offering insights to promote AI adoption in tourists' travel experiences. Overall, this study contributes to expanding the understanding of factors influencing AI adoption in tourism while laying the foundation for future research to further explore AI application trends in this field.