Digital Trust in Tourism: From Information Quality to Willingness to Accept

Many studies discuss artificial intelligence in the education sector using the IAM (Information Adoption Model) theory, but there are still very few studies discussing AI-based IAM for tourism activities. Therefore, usage behavior is assessed not only based on technology adoption but also on the information generated. The attitude in this study is employed to determine whether AI acceptance is emotional or rational, thereby comprehensively understanding AI acceptance based on information. The study involved 450 respondents, analyzed using PLS-SEM. PLS-SEM was employed because the study aims to predict relationships among latent constructs and assess a relatively complex structural model. PLS-SEM is particularly suitable for exploratory research, theory extension, and prediction-oriented studies, while accommodating data that may not meet multivariate normality assumptions (Hair et al., 2021). Among the six hypotheses tested, four were significant, while two were not. The conclusion is that in tourism activities, AI chatbots have inconsistent usage patterns because there are results that indicate trust but not readiness to use. This is an important point for developers because optimal performance is not enough to address users' concerns about using the technology, so additional psychological encouragement is needed to overcome these issues.