Fading skills, rising doubts – what fuels tourists’ skepticism toward AI?

Abstract Artificial intelligence [AI] has a rising influence in the tourism sector. This study explores factors influencing Gen Z tourists’ acceptance of AI-based tourism services. Building on the Technology Acceptance Model [TAM], we introduce the SEAM model [Skill-Erosion Awareness Model], incorporating Self-Destructive Effects [SDE] as a novel predictor and moderator of AI Skepticism. Based on a survey among university students ( n = 420), we tested the model using PLS-SEM. Perceived Usefulness emerged as the strongest positive predictor of Intention to Use AI, while Skepticism and SDE had significant negative effects. Findings highlight the importance of addressing psychological resistance, particularly concerns about autonomy and skill erosion. SEAM extends AI-acceptance theories and offers practical insights for designing user-sensitive AI applications, especially in tourism.