Artificial intelligence innovation of tourism businesses: From satisfied tourists to continued service usage intention

The study analyzes how tourism businesses satisfy customers through artificial intelligence innovation services. Based on the socio-technical system perspective and emotions, the research framework was proposed and analyzed using the partial least squares (PLS-SEM) approach. By collecting questionnaire data over two years (2022 and 2023 from Beijing, Hangzhou, Taipei, and Singapore) and conducting in-depth interviews with a well-known travel agency and AI service development company in Taiwan, this could thus provide a combination of quantitative and qualitative evidence to enhance the study's validity. Our research findings indicate that AI innovation and new product advantage significantly enhance functional benefits, strengthening tourist satisfaction and continued AI service usage intention. However, the moderating effects of positive user experience and perceived anthropomorphism are not supported. Building upon the previous research results, this study proposes relevant theoretical contributions, practical implications, and insightful suggestions for tourism businesses seeking to implement AI services to improve customer satisfaction.