Artificial intelligence overdependence in tourism

The technology acceptance model, underpinned by the principles of resource dependence theory, may elucidate the dependence, over-reliance, and potential dominance of AI in tourism. This paper draws inspiration from balance theory and the foundations of human-centered design, proposing a novel conceptual model. In this model, equilibrium is achieved through a balance between two antithetical dynamics, utilised synergistically to leverage the strengths of both humans and AI in achieving industry goals. Thus, it advocates that AI should neither be regarded as a deus ex machina nor as an anathema.