How Familiarity, Ease of Use, Usefulness, and Trust Influence the Acceptance of Generative Artificial Intelligence (AI)-Assisted Travel Planning
Yunus Topsakal
Abstract
This study aimed to understand and analyze the factors influencing the usage of Gen AI-assisted travel planning, particularly Gen AI familiarity, perceived ease of use, perceived usefulness, and perceived trust. The dataset comprised 387 participants. The analysis was conducted using SmartPLS-4 and the SPSS software. The degree of familiarity with Gen AI affects perceived ease of use and perceived usefulness in the context of Gen AI-assisted travel planning. The perceived ease of use, in turn, affects the perceived usefulness of Gen AI-assisted travel planning. Furthermore, perceived usefulness directly affects the intention to use Gen AI-assisted travel planning. Familiarity with Gen AI also has a direct effect on perceived trust in Gen AI-assisted travel planning, which subsequently affects intention to use it. However, perceived ease of use does not have a direct effect on the intention to use Gen AI-assisted travel planning.