From algorithms to adventures: The human factors behind tourists’ AI-based itinerary planners adoption

The rapid integration of artificial intelligence (AI) into tourism services has transformed how travelers plan, navigate, and experience destinations. This study investigates the human–technology factors influencing tourists’ adoption of AI-based itinerary planners. Data were collected through a quantitative survey from 210 tourists in Al Dakhiliyah Governorate which is one of Oman’s prominent tourism destinations and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS. The results indicate that prior experience with AI tools and tech savviness have a significant positive influence on adoption, whereas algorithm familiarity does not directly predict adoption. However, trust in AI fully mediates the relationship between algorithm familiarity and AI-based itinerary planner adoption, highlighting trust as a crucial psychological mechanism in AI usage. Additionally, trip purpose (leisure versus business) does not significantly moderate the relationship between tech savviness and adoption, suggesting a convergence of digital behavior among traveler types. Practically, the findings provide insights for tourism policymakers and stakeholders in Oman to strengthen smart tourism ecosystems through trust-building AI design, digital experience facilitation, and inclusive technology strategies. Keywords: Cognitive Fit Theory, AI Itinerary Planners, Tech Savviness, Algorithm Familiarity, Trust, Tourism Sustainability.