The article “The perceived reliability and adoption intention towards human-generated content vs. AI generated content for travel planning: a moderating role of travel persona” jointly by Wong, J.W.C., Lai, I.K.W. (MPU), and Lin, Y. has been published in Journal of Travel & Tourism Marketing. (SSCI, SCOPUS)
The study aims to investigate how human- and AI-generated travel plans influence perceived information reliability and adoption intention. A mixed-methods approach, including 2 × 2 experiments and semi-structured interviews, was used. Study 1a found that tourists perceive human generated travel planning as more reliable than GenAI ones. Study 1b revealed that a travel persona moderates the effect of generated travel planning on information reliability. More specifically, tourists perceive a higher level of information reliability with a travel persona setting. Study 2 explored and identified four reasons why people prefer human-generated travel plans over GenAI ones through interviews.
The article can be read here: