What does this research mean for the field?

Humanized AI attributes, such as conversational intelligence and anthropomorphism, enhance tourists' perceived value co-creation by providing personalization and convenience, which subsequently drives their intention to adopt AI-powered travel services. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

Investigate how humanized AI attributes—such as conversational intelligence, anthropomorphism, and information quality—influence tourist motivations, value co-creation, and intentions to adopt AI-driven tourism services.

August 23, 2026Journal of Hospitality and Tourism Insights

Humanized artificial intelligence in tourism: drivers of traveler adoption and value co-creation

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Authors

AEAhmed Mohamed ElbazUniversity of Sadat City ISIslam Elbayoumi SalemCairo University BSBadawy S.Y. SayedUniversity College Birmingham

Discussion

Member takes

Implication

Survey study demonstrates that humanized AI attributes drive traveler value co-creation and adoption intentions in travel planning, suggesting benefits from anthropomorphic AI design.

Key Points

Investigate how humanized AI attributes—such as conversational intelligence, anthropomorphism, and information quality—influence tourist motivations, value co-creation, and intentions to adopt AI-driven tourism services.
Surveyed 713 Egyptian participants with prior experience utilizing artificial intelligence for travel purposes.
Analyzed structural relationships grounded in service-dominant logic and the unified theory of acceptance and use of technology using variance-based partial least squares structural equation modeling (PLS-SEM).
Human-like characteristics, conversational capabilities, and high information quality significantly enhanced tourist motivations regarding convenience, personalization, functionality, and ubiquity.
Heightened value co-creation driven by these motivational factors significantly increased tourists' behavioral intentions to adopt AI-enabled travel services.

Cite This Study

Elbaz et al. (2026) studied this question.

synapsesocial.com/papers/6a8aad857677a34114445a73 https://doi.org/10.1108/jhti-12-2025-1456

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August 23, 2026Journal of Hospitality and Tourism Insights

Humanized artificial intelligence in tourism: drivers of traveler adoption and value co-creation

View Full Paper

Ask AI

Bookmark

Authors

AEAhmed Mohamed ElbazUniversity of Sadat City ISIslam Elbayoumi SalemCairo University BSBadawy S.Y. SayedUniversity College Birmingham

Discussion

Member takes

Implication

Survey study demonstrates that humanized AI attributes drive traveler value co-creation and adoption intentions in travel planning, suggesting benefits from anthropomorphic AI design.

Key Points

Investigate how humanized AI attributes—such as conversational intelligence, anthropomorphism, and information quality—influence tourist motivations, value co-creation, and intentions to adopt AI-driven tourism services.
Surveyed 713 Egyptian participants with prior experience utilizing artificial intelligence for travel purposes.
Analyzed structural relationships grounded in service-dominant logic and the unified theory of acceptance and use of technology using variance-based partial least squares structural equation modeling (PLS-SEM).
Human-like characteristics, conversational capabilities, and high information quality significantly enhanced tourist motivations regarding convenience, personalization, functionality, and ubiquity.
Heightened value co-creation driven by these motivational factors significantly increased tourists' behavioral intentions to adopt AI-enabled travel services.

Cite This Study

Elbaz et al. (2026) studied this question.

synapsesocial.com/papers/6a8aad857677a34114445a73 https://doi.org/10.1108/jhti-12-2025-1456

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