Role of recommendation sizes and travel involvement in evaluating travel destination recommendation services: comparison between artificial intelligence and travel experts

Document Type

Article

Publication Date

4-25-2023

Abstract

Purpose: This study aims to understand how travelers evaluate travel destination recommendations received from either artificial intelligence (AI) or human travel experts (TEs) based on the size of recommendation and their travel involvement. Design/methodology/approach: This study used a 2 (agent type: AI vs TE) × 2 (size of recommendation: small vs large) × 2 (travel involvement: low vs high) between-subjects design. Findings: When AI recommends destinations, less-involved travelers perceive the recommendations as more credible and trust the system when AI offers larger recommendations than smaller ones. Meanwhile, when TEs offer recommendations, travelers consider the recommendations as equally credible and similarly trust the system, regardless of the recommendation size and travel involvement. Originality/value: This study sheds light on the design of human-centered AI travel destination recommendation services.

Publication Source (Journal or Book title)

Journal of Hospitality and Tourism Technology

First Page

401

Last Page

415

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