Exploring Functional and Psychological Barriers to Generative AI Adoption for Travel: A Cross-Cultural Study

The rapid evolution of generative artificial intelligence (GAI) is expected to transform the tourism industry; however, overcoming tourists’ reluctance to adopt these tools remains a challenge. Grounded in innovation resistance theory, this study examines the barriers faced by South Korean and American tourists in adopting generative AI for travel purposes. Drawing on empirical data, this quantitative research highlights both functional barriers (related to usage, value, and risk) and psychological barriers (linked to image and tradition) that impede the adoption of AI for travel purposes. The study reveals distinct differences in how South Korean and American tourists engage in AI-generated travel recommendations. Considering the advancements in GAI in the travel industry, novel theoretical insights are offered into tourists’ hesitation to adopt AI for travel planning and decision-making. Practical guidance is also offered to tourism stakeholders, to develop strategies that address diverse consumer attitudes and behaviors in the global market.