Understanding tourist barriers and personality influences in embracing generative AI for travel planning and decision-making

As generative artificial intelligence (GAI) technologies become increasingly integrated into the travel industry, understanding the barriers tourists face in adopting these innovative technologies for their travel planning and decision-making has growingly become a critical area of focus. Drawing on the theoretical frameworks of innovation resistance and Big Five personality traits, this study surveyed potential travelers in Korea and the US to assess their personality characteristics, innovation resistance, and perceptions of AI-generated travel recommendations. The findings, derived from structural equation modeling, multi-group analysis, and fuzzy-set qualitative comparative analysis, reveal that variations…