Understanding Attitudes, Benefits and Acceptance of Artificial Intelligence (AI) in Travel and Tourism: Evidence from Generation Z

This study examines the perceived usefulness, perceived benefits, and acceptance of artificial intelligence (AI) technologies in tourism, with a specific focus on Generation Z. Drawing on established technology acceptance frameworks, the research investigates how key perceptual factors influence the adoption of AI in travel planning and tourism services. The empirical analysis is based on a questionnaire survey conducted among 531 university students from Slovakia. The study employs factor analysis, correlation analysis, regression modeling, and non-parametric tests to explore relationships between perceived usefulness, perceived benefits, acceptance, trust, and experience with AI technologies. The results reveal strong and statistically significant relationships among all three core constructs. However, regression analysis indicates that perceived usefulness does not directly influence acceptance when perceived benefits are included, suggesting a mediating effect. Perceived benefits emerge as the strongest predictor of acceptance, emphasizing the importance of experiential value, such as efficiency, personalization, and improved decision-making. Trust in AI-generated travel information and perceptions of AI’s contribution to quality of life significantly influence all constructs. Additionally, prior experience with AI tools positively affects user attitudes. The findings suggest that AI adoption can enhance tourism competitiveness and support tourism development, provided that trust, information quality, and human–technology balance are effectively managed.