Jiyuan Hu, Boyu Lin
This paper conceptualizes the attributes of Generative Artificial Intelligence (GAI) in tourism product development. Under the mixed-method approach, the first qualitative phase identifies five attributes of GAI usage from organizational perspectives, including content generation, intelligent interaction, operational automation, data processing, and technological integration. The second quantitative phase adopts cognitive appraisal theory of emotion to examine impacts of potential tourists’ perceptions of those attributes of GAI on their cognitive evaluation (perceived personalization) and emotional response (attachment), subsequently influencing purchase intentions. All hypotheses are accepted except for data processing. This study investigates GAI’s functional integration in tourism product development from dual perspectives, providing evidence for bridging the gaps between back-end technological implementation and front-end tourist experiences.