Enhancing quality of life through generative AI: tourist inspiration in travel information search

Purpose This study aims to investigate the mechanisms by which tourists utilize generative AI to explore travel information. In particular, it examines the impact of AI expectancy and dependency on overall satisfaction and quality of life, mediated by positive emotional states related to tourist inspiration. Additionally, the research aims to identify the moderating role of AI engagement in this process. Design/methodology/approach A survey was conducted based on a theoretical framework among individuals with prior experience utilizing generative AI for the purpose of searching for travel information. A total of 429 valid responses were obtained through an online questionnaire. Structural equation modeling was utilized to test the proposed hypotheses, and a multi-group analysis was performed to investigate the moderating effects. Findings AI expectancy and AI dependency exhibited a significant positive impact on the inspired-by state, which subsequently exerted a positive influence on the inspired-to state. This finding illustrates a connection between cognitive evaluation and emotional activation. Furthermore, these positive emotional responses had a substantial effect on overall satisfaction, ultimately contributing to an improved quality of life. Additionally, the moderating effect of AI engagement was statistically significant only in the context of the relationship between AI expectancy and AI dependency. Originality/value To the best of the author’s knowledge, this study is among the first to examine the travel information search process through the lens of generative artificial intelligence. By integrating the Tourist Inspiration Model with the Broaden-and-Build Theory of Positive Emotions, it offers an expanded theoretical framework that explains how generative AI evokes inspiration, fosters positive emotional experiences and ultimately enhances tourists’ quality of life.