Exploring the role of Generative AI in shaping inbound travelers' behaviour, choices, and preferences for selecting Jyväskylä city as a tourist destination

Abstract

The use of Artificial Intelligence (AI) and Generative AI is increasing exponentially worldwide, developing a huge portfolio of stakeholders including companies and individuals. Similarly, AI and GenAI use in the tourism industry has recently also received significant attention from consumers, scholars, and industry stakeholders. In view of its significance and growing adoption and usage, this thesis aims to examine how inbound travelers utilize GenAI tools when searching for the relevant information and more specifically when selecting Jyväskylä, the context of this thesis, as a destination and how these GenAI technology influence their travel preferences and decision-making process. Considering various methodological approaches, I decided to use the mixed methods approach to gather the primary data and analyze it using popular word and excel sheet applications. Purposive and snowball sampling techniques were used to recruit the respondents during three months from March to May. In total 8 face-to-face and semi-structured interviews were conducted followed by 45 survey responses. The major findings indicate that despite many benefits AI/GenAI carry, users do not trust them due to lack of transparency and the chances of false information were considered high. Many participants reported cross-checking AI/GenAI provided information, suggestions and recommendations with other sources such as family and friends, blogs, and social media such as YouTube. In conclusion, I found that GenAI plays a very important supportive role in travel decision-making.