Revisiting technology acceptance in the age of generative artificial intelligence: The roles of perceived emotional responsiveness and engagement experience in tourism

Abstract

Generative artificial intelligence (GenAI) is rapidly transforming how tourists access, process, and interact with travel information and services. However, the mechanisms underlying GenAI adoption in cross-cultural tourism contexts remain insufficiently understood. This study aims to explain how emotional and experiential factors shape the adoption of GenAI among international tourists by extending the Technology Acceptance Model. In particular, the study integrates perceived emotional responsiveness and engagement experience as novel antecedents, alongside perceived personalization and satisfaction, to capture both cognitive and experiential dimensions of technology use. Drawing on data collected from 541 international tourists visiting Vietnam, the study employs Partial Least Squares Structural Equation Modeling to examine the relationships among these constructs. The results indicate that engagement experience is the strongest predictor of GenAI usage behavior. Perceived emotional responsiveness does not directly influence usage but exerts significant indirect effects through perceived usefulness, satisfaction, and engagement, highlighting the importance of experiential pathways in shaping technology adoption. These findings extend the Technology Acceptance Model by demonstrating that GenAI adoption is driven not only by utilitarian evaluations but also by emotional and experiential interactions with AI systems. From a practical perspective, the results provide guidance for tourism platforms and destination managers to design emotionally responsive and culturally adaptive GenAI systems that enhance user engagement, increase tourist satisfaction, and support sustained technology use across international travel contexts.