Project title
Exploring the impact of Artificial intelligence (AI) on tourist travel intention to lesser-known destinations
Research Unit
Primary investigator
Co investigators
SANO Kaede, PEREIRA DOEL Pablo
Project period
2023/4/27 ～ 2024/3/31
Project summary
The advancement of digital technologies in the tourism industry provides a new possibility for local communities to develop tourism sustainably. Within academia, there is an emerging body of literature surrounding the use of artificial intelligence (AI) systems and how it could be integrated into smart and sustainable tourism ecosystem (Tussyadiah, 2020), examining predominantly from a management perspective. However, far less research has examined the impact of such AI technologies from a tourist perspective. Therefore, this research project aims to explore how digital technologies can influence tourists’ decision making and how such technologies can educate and shape tourist behaviour towards sustainable tourism practices. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) will underpin the research. This research is significant as it contributes to an emerging literature surrounding AI technologies in tourist experience and applies a novel approach by using biometric methods to understand tourist emotions alongside their perceptions. Furthermore, this research will contribute to industry practice by providing practical guidelines on how tourism in Japan can better prepare for future tourist needs while developing a sustainable tourism strategy that integrates the use of technological advancements.
Activity report
- Zainal Abidin, H., Sano, K., Scarles, C., & Pereira-Doel, P. (2023, November 17) Tourists’ Perceptions Towards Generative AI: The Case of ChatGPT and Tourism [Conference presentation]. Center for Tourism Research (CTR) CTR Research Forum 2023, Wakayama, Japan.
- Zainal Abidin, H., Sano, K., Scarles, C., & Pereira-Doel, P. (2023). Tourists’ Perceptions Towards Generative AI: The Case of ChatGPT and Tourism. Book of Abstracts CTR Research Forum 2023, Japan.
- Zainal Abidin, H., Sano, K., & Scarles, C. (2023, December 1-4) Exploring tourists’ perceptions on the use of generative AI: Using ChatGPT for travel planning to Japan [Conference presentation]. TTRA APAC Conference 2023, Seoul, South Korea.
- Zainal Abidin, H., Sano, K., & Scarles, C. (2023). Exploring tourists’ perceptions on the use of generative AI: Using ChatGPT for travel planning to Japan. Proceedings of the TTRA APAC Conference, Korea.
- “Best Paper Award” at TTRA APAC Conference for “Exploring tourists’ perceptions on the use of generative AI: Using ChatGPT for travel planning to Japan”
- Sano, K., Zainal Abidin, H., & Scarles, C. (2024, March 5-7) 人工知能が観光客の旅行意思決定プロセスに与える影響. [Conference Presentation]. サービス学会 第12回国内大会 於 筑波大学東京キャンパス
- Sano, K., Zainal Abidin, H., & Scarles, C. (2024) 人工知能が観光客の旅行意思決定プロセスに与える影響. サービス学会 第12回国内大会 学会論文集.
