An investigation into tourists' behavior to use ai-enabled technology for enhanced value co-creation in tourism: An application of the utaut2 model

Abstract

This research focuses on exploring the factors that influence value co-creation (VCC) in the tourism sector under the influence of AI-enabled technology based on UTAUT2. This research utilizes data collected from 300 valid participants, aged between 18 and 25, who are currently residing, studying, or employed in Ho Chi Minh City having experience using artificial intelligence-enabled travel services. Through analyzing via Partial Least Square (PLS), this study explores the direct impact of factors based on UTAUT2 (Unified Theory of Acceptance and Use of Technology 2) including: Performance Expectancy (PE) , Effort Expectancy (EE), Social Influence (SI), Hedonic Motivation (HM) on tourists' value co-creation with Perceived Benefit (PB) playing a mediating role and Attitude acting as a crucial link. The novelty of this research lies in examining the moderating role of AI-enabled technology in the relationship between Attitude and Value Co-creation, clarifying how AI-enabled technology influences the degree of conversion from positive attitudes to co-creation actions in the tourism context in Vietnam