| Issue |
E3S Web Conf.
Volume 664, 2025
4th International Seminar of Science and Applied Technology: “Green Technology and AI-Driven Innovations in Sustainability Development and Environmental Conservation” (ISSAT 2025)
|
|
|---|---|---|
| Article Number | 01013 | |
| Number of page(s) | 9 | |
| Section | Artificial Intelligence and Human-Computer Interaction | |
| DOI | https://doi.org/10.1051/e3sconf/202566401013 | |
| Published online | 20 November 2025 | |
Modelling AI-Driven smart tourism experiences: A structural analysis of acceptance, trust, and sustainable engagement
1 Tourism Destination Program, Politeknik Negeri Bandung, Bandung, Indonesia
2 Department of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia
3 Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM) Sabah Branch, Kota Kinabalu, Malaysia
4 Graduate School, Duy Tan University, Da Nang, Vietnam
5 School of Humanities and Tourism Management, Bangkok University, Pathumthani, Thailand
* Corresponding author: eko.susanto@polban.ac.id
As artificial intelligence (AI) becomes integral to tourism, understanding how it shapes smart travel experiences is essential. This study develops and tests a structural model linking six constructs: AI acceptance and usage, system quality, trust, infrastructure readiness, sustainability, and overall experience. Grounded in TAM, UTAUT, and the IS Success Model, it highlights trust, ethics, and sustainability as central to AI-driven tourism. Data from 538 travellers across Southeast Asia were analyzed using Structural Equation Modelling (SEM), with purposive sampling used to ensure relevance of AI experience. Results show that infrastructure readiness and system quality strongly influence trust and user satisfaction, while sustainability mediates the relationship between AI use and positive travel experiences. This research contributes a multidimensional framework connecting technology adoption with responsible tourism outcomes. The findings offer practical implications for policymakers and tourism providers to develop ethical, inclusive, and infrastructure-ready AI systems that enhance user trust and sustainable travel behaviour.
© The Authors, published by EDP Sciences, 2025
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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