Changes in Tourists' Consumption Behaviour due to Artificial Intelligence

The aim of the thesis entitled Changes in Tourists' Consumption Behaviour due to Artificial Intelligence is to identify key factors influencing tourists' consumption behaviour in the context of the adoption of new technologies - in the case of artificial intelligence. To achieve the objective, the author of the thesis proposed a research combination model composed of the Theory of Planned Behaviour (TPB) and Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) models. From the given models, specific constructs were selected, which then formed the basis for the hypotheses investigated in the actual research. The hypotheses were examined and tested using a sequence of advanced statistical methods. Cronbach's alpha was used to test for internal consistency, confirmatory factor analysis (CFA) was used to validate the measurement model and partial least squares structural equation modelling (PLS-SEM) was used to test the relationships between the constructs - hypotheses. The results suggest that the key factors determining tourists' behavioural intention to use AI technology when travelling are primarily their personal attitude and positive emotional experience with the technology. In contrast, barriers that threaten to deter tourists from using AI in travel were found to have a statistically insignificant relationship, and thus motivation and internal beliefs play a higher role than technical or economic aspects. The research questions further contributed to the fulfilment of the objective by identifying the differences between the different phases of the travel cycle, analysing the changes in consumption behaviour and describing the specific forms of these changes.