What question did this study set out to answer?

This research aims to understand how hallucinations in AI-generated travel itineraries affect consumer behaviour and trust.

AI Hallucinations in Tourism: How Errors Impact Consumer Trust and Recommendation Acceptance

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Experiments examine how AI output errors influence trust and the intention to follow travel itineraries.

This research aims to understand how hallucinations in AI-generated travel itineraries affect consumer behaviour and trust.
Conducted two experiments with different participant sizes to analyze the relationship between hallucinations and consumer responses.
Study 1 examined a serial mediation model involving perceived accuracy, usefulness, trustworthiness, and intention to follow the itinerary.
Study 2 explored the effects of outcome valence and error feedback on consumer intention regarding the travel recommendations.
Hallucinations significantly decreased perceived accuracy, leading to reduced perceived usefulness and trustworthiness.
While the direct effect of hallucinations on intention was not significant, the serial indirect effect was negative and significant.
Positive outcomes resulted in higher intentions to follow recommendations than negative outcomes, particularly when hallucinations were present.

Rejón‐Guardia et al. (2026) studied this question.

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