What Boosts Users’ Intention to Follow Generative Artificial Intelligence-Assisted Recommendations in Tourism

This study aims to examine the mechanisms fostering users’ intention to follow generative artificial intelligence (GenAI)-assisted travel destination recommendations (ATDRs) in the context of digital transformation. A research framework was developed by integrating perceived value, trust, and perceived intrusiveness with the Self-Determination Theory (SDT). Data were collected from 469 respondents who expressed an intention to visit GenAI-ATDRs. This study utilizes structural equation modeling (SEM) to examine the research model. The findings indicate that perceived value and trust are affected by SDT-related dimensions, namely perceived competence, perceived relatedness, perceived autonomy, and perceived intrusiveness. However, trust does not influence perceived value. Furthermore, all three GenAI-related constructs, including perceived value, trust, and perceived intrusiveness, significantly affect users’ intention to follow GenAI-ATDRs. Finally, this work contributes to the body of knowledge on GenAI and user engagement by enlightening its necessity as a helpful virtual assistant and providing practical guidance for industry practitioners on how to enhance users’ willingness to adopt GenAI-ATDRs.