Short communication, Note
https://doi.org/10.37741/t.74.4.3
Predicting Travellers’ Intentions to Adopt Generative Artificial Intelligence for Travel Planning: The Interplay of Psychosocial Factors, Perceived Attributes, and Hallucination
Amara Awan
; Faculty of Economics and Commerce, The Superior University, Lahore, Pakistan; Department of Management Sciences, Virtual University of Lahore, Lahore, Pakistan
*
Mahwish Zafar
; Faculty of Business and Management Sciences, The Superior University, Lahore, Pakistan
Kashif Hussain
; School of Global Hospitality and Tourism, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia; Faculty of Business and Management Sciences, The Superior University, Lahore, Pakistan
* Corresponding author.
Abstract
for travel planning. Accordingly, the study uses an extended TPB framework that incorporates sequential
pathways from users’ prior experience with GAI, perceived attributes, and satisfaction, with perceived risk
of GAI hallucination as a moderator. Data were collected from 310 travelers in Pakistan and analyzed using
PLS-SEM in SmartPLS4. Findings revealed that travelers’ attitude significantly drives prior interaction,
which in turn strongly predicts GAI’s perceived attributes, including anthropomorphism and personalization.
These perceptions foster satisfaction and, consequently, build intentions to adopt GAI for travel
planning. Crucially, this satisfaction-intention nexus is weakened in the presence of GAI hallucination.
Theoretically, the study examines sequential rather than direct effects of psychosocial factors. Practically,
developers and travel service providers should focus on designing advanced tools to improve customized
online services, while policymakers must establish accuracy standards and verification mechanisms to
mitigate hallucination-induced distrust.
Keywords
GAI prior experience; anthropomorphism; personalization,satisfaction; GAI hallucination
Hrčak ID:
352219
URI
Publication date:
19.10.2026.
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