Perceptions and experiences of consumers regarding the integration of artificial intelligence in travel agency services: a qualitative study

This study examines how consumers perceive and experience the integration of artificial intelligence (AI) into travel agency services. In view of the limitations of technology acceptance models (TAM, UTAUT), which remain focused on perceived usefulness and behavioral intention, a qualitative approach based on semi structured interviews is adopted to capture the AI experience in a holistic way. Thematic analysis first reveals a strong attraction to the functional benefits of AI tools (time savings, comparison, personalization, 24/7 availability). However, AI is perceived as a complement to, rather than a substitute for, human advisors, especially in complex or emotionally charged situations. The findings then highlight several conditions for a positive experience: ergonomic and easy to use interfaces, reliable information, a sense of control over recommendations, non intrusiveness, and transparency about the role of AI. Generational and social differences also emerge, linked to age, digital literacy and relational expectations, which shape the acceptable scope of automation. Finally, the use of well designed AI tools strengthens trust, perceived innovativeness and intentions to revisit and recommend, underlining the strategic role of human–AI complementarity in the tourism customer–brand relationship. By proposing an integrated framework of AI experience in travel agencies, this research offers theoretical and managerial contributions for the responsible deployment of AI in tourism services.