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Information and Communication Technologies in Tourism 2019 pp 359–370Cite as

Perceived Impacts of Artificial Intelligence and Responses to Positive Behaviour Change Intervention

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Abstract

Artificial intelligence (AI) technologies have a great potential to aid not only in promoting tourism products and services, but also in influencing responsible travel behaviour to support sustainability. The effectiveness of using AI for positive behaviour change interventions depends on consumers’ attitudes toward AI. This study found three underlying views of AI impacts: Beneficial AI, Destructive AI, and Risky AI. Based on these, three consumer segments were identified: The Laggards, The Aficionados, and The Realists. The first two segments hold opposing views: the former averaging higher in negative impacts, while the latter in positive impacts of AI. The Realists are aware of both benefits and risks of AI. These segments differ in their intention to follow recommendations from AI. It is suggested that mainstream consumers, those belonging to The Realists, are likely to respond positively to AI systems recommending responsible behaviour, signifying the positive role of AI in sustainable tourism.

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Acknowledgements

This work was supported by the University of Surrey’s Faculty of Arts and Social Sciences (Pump Priming Fund 2017/2018).

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Authors and Affiliations

  1. School of Hospitality and Tourism Management, University of Surrey, Guildford, GU2 7XH, UK

    Iis Tussyadiah & Graham Miller

Authors
  1. Iis Tussyadiah
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  2. Graham Miller
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Corresponding author

Correspondence to Iis Tussyadiah .

Editor information

Editors and Affiliations

  1. Business School, University of Eastern Finland, Joensuu, Finland

    Juho Pesonen

  2. Faculty of Informatics, TU Wien, Vienna, Austria

    Julia Neidhardt

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Tussyadiah, I., Miller, G. (2019). Perceived Impacts of Artificial Intelligence and Responses to Positive Behaviour Change Intervention. In: Pesonen, J., Neidhardt, J. (eds) Information and Communication Technologies in Tourism 2019. Springer, Cham. https://doi.org/10.1007/978-3-030-05940-8_28

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