Original scientific paper

https://doi.org/10.37741/t.73.2.11

The Underlying Importance of Value in Artificial Intelligent Travel Application Acceptance Model: Combining the Value-Based Adoption Model and the Artificially Intelligent Device User Acceptance Theory

Dimitra Skandali orcid.org/0009-0008-1728-2821 ; National and Kapodistrian University of Athens, Business Administration, Athens, Greece
Georgios Tsourvakas orcid.org/0000-0003-4234-3493 ; National and Kapodistrian University of Athens, Athens, Greece

Abstract

With the rise in the popularity of travel artificial intelligence applications, more research is needed to acquire
specific knowledge in the hospitality sector. This research develops a novel methodology for comprehending
consumer perceptions of artificially intelligent travel applications, integrating the Value-based Adoption Model
and the Artificially Intelligent Device User Acceptance framework. The proposed Artificial Intelligent Travel
Applications Acceptance Model framework examines consumers' behavioral intentions regarding accepting
and paying for Artificial Intelligent travel applications during their tourism activities. It delineates the perceived
benefits and sacrifices that elucidate how individuals receive and are inclined to remunerate for specific
Artificially Intelligent travel applications. This study offers a building block for future work investigating
applications’ causal relationships between the drivers of perceived value and consumer acceptance behavior.

Keywords

benefits; sacrifices; consumer acceptance behavior

Hrčak ID:

329987

URI

https://hrcak.srce.hr/329987

Publication date:

8.4.2025.

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