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Amidst the integration of Artificial Intelligence (AI) and robotics, this study investigates consumer behaviour with a specific emphasis on the determinants that impact the adoption and purchase of AI tourism applications by tourists, thereby augmenting their perceived value. The study aims to identify the factors that impact tourists’ inclination to adopt and buy AI tourism applications, with a focus on enhancing perceived value. Using data collected from a survey of 301 visitors of different nationalities visiting Greece, this study conducts structural equation modelling to assess the relationship between technology adoption and certain factors influencing customers’ perceived value in the tourism sector, considering the Value Adoption Model (VAM). Findings indicate that suggested modifications in the VAM demonstrate that factors including Happiness, Perceived Immersion, Trust and Effort are relevant to the successful acceptance concept of paying for using AI tourism apps. The most likely outcome is the mediating role of Perceived Value in willingness to accept and pay for AI tourism apps. The study recontextualizes the VAM theory by analyzing the acceptance of AI apps in tourism and hospitality sector research. The findings are valuable to hotel directors, ICT developers, and researchers studying the difficulties of technology adoption and implementation of service management in the hospitality industry.
Skandali et al. (Thu,) studied this question.