Eleventh International Conference on Tourism & Leisure Studies

Abstract

Artificial Intelligence (AI) is a disruptive technology in the tourism industry as it provides novel insights and operational efficiencies for travellers. Using AI tools, such as ChatGPT, tourists can access relevant information faster, obtain information and advice that assists them in improving the decision-making process. The research problem for this study is that SA tourists’ perceptions of the use of AI in travel are unknown. The research question for this study was: What are the perceptions of tourists who travel regularly on the use of AI as a travel tool? The aim of this study is to determine how tourists are using AI tools to assist them in information gathering and decision making. This study is anchored in the Theory of Trust and Acceptance of Artificial Intelligence Technology (TrAAIT). The study was qualitative, and the responses collected through individual semi-structured interviews were thematically analysed. The main findings indicate that AI tools are increasingly being used by tourists for tour-planning purposes and information gathering of locations being visited. Tourists found the information reliable, however remained sceptical of the AI technologies’ ability and accuracy. AI tools are increasingly being used by tourists, specifically on mobile devices. Tourists’ trust affects the adoption of these new AI technologies. The study contributes to the field of tourism planning and trust.