Assessing the interplay of trust dynamics, personalization, ethical AI practices, and tourist behavior in the adoption of AI-driven smart tourism technologies

Abstract

Purpose

This research aims to explore the intricate dynamics influencing the adoption of AI-driven smart tourism technologies within the specific context of the United Arab Emirates. It seeks to address the following key questions: How do ethical AI practices and personalization impact tourist behavior in the adoption of these technologies? What role does trust dynamics play in mediating these relationships? Additionally, how does the perceived value of smart technologies in the tourism experience moderate these associations?

Method

By employing a quantitative approach, data was collected from a sample comprising 319 tourists in the UAE. The research methodology relied on Stata SEM for analysis. This method facilitated the assessment of intricate and interdependent relationships between multiple constructs. Utilizing validated scales, the present study ensured a comprehensive evaluation of the proposed model, encompassing ethical AI practices, personalization, trust dynamics, perceived value, and tourist behavior in the adoption of AI-driven smart tourism technologies.

Findings

The findings are aligned with the hypotheses posited in the study. Ethical AI practices exhibit a significant impact on influencing tourist behavior in the adoption of AI-driven smart tourism technologies. Similarly, personalization was identified as a significant determinant in shaping tourist behavior in technology adoption within the tourism domain. Moreover, the study found that trust dynamics play a pivotal mediating role in the relationships between ethical AI practices/personalization and subsequent tourist behavior. Additionally, the perceived value of smart technology in the tourism experience plays a crucial moderating role, influencing the strength and direction of the aforementioned relationships.

Originality/Implications

This research uncovers the complex dynamics of AI-driven smart tourism technology to improve tourism theory and practice. The findings emphasize the importance of ethical concerns and user-centric design principles in technology development and implementation, as well as trust dynamics and perceived value in technology adoption. These findings affect tourism service providers, governments, and technology developers looking to improve user experiences and innovate.