Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
Browse
1 results
Search Results
Item Restricted Adoption of AI Itinerary Planners by Young Adults: A UTAUT Study(Bournemouth University, 2025) Alshehri, Omar; Buhalis, DimitriosThe rapid integration of generative Artificial Intelligence (AI) into the tourism sector has created powerful new tools for travel planning. This study investigates the key determinants influencing the adoption of AI itinerary planners among young adults (aged 18-28), a critical demographic of digital natives. The research aim was to develop and empirically validate an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model, integrating the core theory with the constructs of trust, personalisation, and perceived risk. A quantitative, cross-sectional online survey was administered, yielding a final sample of 228 valid responses, which were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that Performance Expectancy is the most powerful predictor of behavioural intention, strongly affirming that perceived utility is the primary driver of adoption. Social Influence and Trust also emerged as significant positive determinants. Crucially, the model demonstrated that Perceived Personalisation is a key antecedent, strongly and positively influencing both Performance Expectancy and Trust. In contrast, Effort Expectancy and Facilitating Conditions were found to be non-significant, suggesting these are baseline expectations rather than drivers for this technologically fluent cohort. While Perceived Risk did not directly deter adoption intention, it significantly eroded user trust. The validated model demonstrated substantial explanatory power, accounting for 76.2% of the variance in behavioural intention. The study concludes that young adults' adoption of AI planners is a pragmatic decision driven by utility, social proof, and a foundation of trust cultivated through a personalised user experience. These findings recommend that industry practitioners focus on enhancing personalisation algorithms and transparency to build trust and leverage social influence in marketing efforts to encourage adoption.33 0