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Perceived impacts of artificial intelligence and responses to positive behaviour change intervention

Tussyadiah, Iis and Miller, Graham (2019) Perceived impacts of artificial intelligence and responses to positive behaviour change intervention In: Information and Communication Technologies in Tourism. Springer Verlag, pp. 359-370.

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Abstract

Artificial intelligence (AI) technologies have a great potential to aid not only in promoting tourism products and services, but also in influencing responsible travel behaviour to support sustainability. The effectiveness of using AI for positive behaviour change interventions depends on consumers’ attitudes toward AI. This study found three underlying views of AI impacts: Beneficial AI, Destructive AI, and Risky AI. Based on these, three consumer segments were identified: The Laggards, The Aficionados, and The Realists. The first two segments hold opposing views: the former averaging higher in negative impacts, while the latter in positive impacts of AI. The Realists are aware of both benefits and risks of AI. These segments differ in their intention to follow recommendations from AI. It is suggested that mainstream consumers, those belonging to The Realists, are likely to respond positively to AI systems recommending responsible behaviour, signifying the positive role of AI in sustainable tourism.

Item Type: Book Section
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Tussyadiah, Iisi.tussyadiah@surrey.ac.uk
Miller, GrahamG.Miller@surrey.ac.uk
Editors :
NameEmailORCID
Pesonen, J.
Neidhardt, J.
Date : 2019
Uncontrolled Keywords : Artificial intelligence; Segmentation; Profiling; Positive behaviour change; Sustainable tourism
Depositing User : Clive Harris
Date Deposited : 31 Oct 2018 13:29
Last Modified : 18 Oct 2019 09:37
URI: http://epubs.surrey.ac.uk/id/eprint/849808

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