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Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning

Dušan Mladenović Orcid Logo, Ellie Ismagilova Orcid Logo, Emmanuel Mogaji Orcid Logo, Yogesh K. Dwivedi Orcid Logo

Journal of Consumer Behaviour

Swansea University Author: Ellie Ismagilova Orcid Logo

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DOI (Published version): 10.1002/cb.70126

Abstract

This study aims to cultivate an initial understanding of travelers' engagement with generative artificial intelligence (GAI) during the travel planning phase. It focuses on its influence on decision-making and intentions for continuous usage in planning tourism activities. Utilizing the stimulu...

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Published in: Journal of Consumer Behaviour
ISSN: 1472-0817 1479-1838
Published: Wiley 2026
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URI: https://cronfa.swan.ac.uk/Record/cronfa71687
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last_indexed 2026-04-25T06:50:28Z
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spelling 2026-04-24T11:08:42.0406815 v2 71687 2026-03-30 Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning 978a0722ccb70c8c3816004d8a9f1567 0000-0001-9634-194X Ellie Ismagilova Ellie Ismagilova true false 2026-03-30 CBAE This study aims to cultivate an initial understanding of travelers' engagement with generative artificial intelligence (GAI) during the travel planning phase. It focuses on its influence on decision-making and intentions for continuous usage in planning tourism activities. Utilizing the stimulus-organism-response framework and domain literature, data were gathered through semi-structured interviews (UK) and scenario-based questionnaires (USA). The study reveals complex aspects of travelers' behavior, uncovering that while GAI recommendations mitigate the risk of information overload, their influence does not necessarily streamline decision-making. Trust and information retrieval skills surfaced as moderate determinants of the relationship between recommendations and information overload. This work is a pioneer in empirically exploring and quantifying continuance intentions of generative artificial intelligence (GAI) usage, contributing novel insights to electronic Word of Mouth and decision-making literature. Journal Article Journal of Consumer Behaviour 0 Wiley 1472-0817 1479-1838 decision satisfaction; generative artificial intelligence; hospitality; information overload; recommendation quality; review quality; travel 8 2 2026 2026-02-08 10.1002/cb.70126 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University None 2026-04-24T11:08:42.0406815 2026-03-30T14:43:56.8432537 Faculty of Humanities and Social Sciences School of Management - Business Management Dušan Mladenović 0000-0001-5101-2181 1 Ellie Ismagilova 0000-0001-9634-194X 2 Emmanuel Mogaji 0000-0003-0544-4842 3 Yogesh K. Dwivedi 0000-0002-5547-9990 4 71687__36583__6a5751e77bca479fa7a5c4e2f0ce26f3.pdf 71687.AAM.pdf 2026-04-24T11:05:33.8631022 Output 810617 application/pdf Accepted Manuscript true Author accepted manuscript document released under the terms of a Creative Commons CC-BY licence using the Swansea University Research Publications Policy (rights retention). true eng https://creativecommons.org/licenses/by/4.0/deed.en
title Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning
spellingShingle Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning
Ellie Ismagilova
title_short Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning
title_full Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning
title_fullStr Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning
title_full_unstemmed Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning
title_sort Travel Recommendations of Tomorrow: Generative Artificial Intelligence and Travel Planning
author_id_str_mv 978a0722ccb70c8c3816004d8a9f1567
author_id_fullname_str_mv 978a0722ccb70c8c3816004d8a9f1567_***_Ellie Ismagilova
author Ellie Ismagilova
author2 Dušan Mladenović
Ellie Ismagilova
Emmanuel Mogaji
Yogesh K. Dwivedi
format Journal article
container_title Journal of Consumer Behaviour
container_volume 0
publishDate 2026
institution Swansea University
issn 1472-0817
1479-1838
doi_str_mv 10.1002/cb.70126
publisher Wiley
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description This study aims to cultivate an initial understanding of travelers' engagement with generative artificial intelligence (GAI) during the travel planning phase. It focuses on its influence on decision-making and intentions for continuous usage in planning tourism activities. Utilizing the stimulus-organism-response framework and domain literature, data were gathered through semi-structured interviews (UK) and scenario-based questionnaires (USA). The study reveals complex aspects of travelers' behavior, uncovering that while GAI recommendations mitigate the risk of information overload, their influence does not necessarily streamline decision-making. Trust and information retrieval skills surfaced as moderate determinants of the relationship between recommendations and information overload. This work is a pioneer in empirically exploring and quantifying continuance intentions of generative artificial intelligence (GAI) usage, contributing novel insights to electronic Word of Mouth and decision-making literature.
published_date 2026-02-08T08:23:25Z
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score 11.103791

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