Key points are not available for this paper at this time.
This article explores the impact of motivation, opportunity, and ability (MOA) on customer participation in value co-creation with artificial intelligence (AI) in the hospitality and tourism industry and subsequent readiness to adopt AI-based services. It also examines privacy concerns as a moderating factor. Drawing from service dominant logic and guided by the MOA framework, the study analyses data from 372 consumers across nine countries using structural equation modeling. The results show that MOA factors significantly influence customer-AI co-creation behavior, which in turn positively affects their intention to use AI services. Additionally, it reveals that value co-creation mediates the relationship between MOA and the adoption intention, offering insights into human–AI interaction. This enhances our understanding of the dynamics at play in human–AI co-creation and offers practical implications for managing AI in travel and tourism industry.
Saxena et al. (Wed,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: