Impact of AI anchors as opinion leaders on travel intentions

Artificial intelligence travel anchors are becoming influential in tourism live-streaming, but their persuasive mechanisms and user acceptance remain underexplored. This study develops a model grounded in the Technology Acceptance Model and Opinion Leader Theory to elucidate how these anchors shape travel intentions. After viewing live-streaming content with artificial intelligence anchors, 354 participants completed a survey, and the data were analysed using Partial Least Squares Structural Equation Modelling to test hypotheses. The findings reveal that the popularity, professionalism, homogeneity, and interactivity of artificial intelligence anchors influence travel intention through the mediators of perceived usefulness and perceived ease of use. These findings advance the understanding of artificial intelligence anchor applications and guide tourism enterprises aiming to boost tourist engagement and economic returns.