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The influence of AI and smart apps on tourist public transport use: applying mixed methods

Author

Listed:
  • Myung Ja Kim

    (Kyung Hee University)

  • C. Michael Hall

    (Kyung Hee University
    University of Canterbury
    University of Oulu
    Linnaeus University)

  • Namho Chung

    (Kyung Hee University)

Abstract

The purpose of this research is to examine the roles of benefits and awareness of AI, as well as the usefulness and knowledge of smart apps in shaping tourist public transport use in South Korea, considering senior and younger population segments and gender. This research utilizes a mixed-methods approach (partial least squares structural equation modeling (PLS-SEM), multigroup analysis (MGA), fuzzy-set Qualitative Comparative Analysis (fsQCA)), combining symmetric and asymmetric methods to explore the roles of AI and smart apps in influencing public transport usage among different age and gender groups for domestic tourism. The findings of this research provide key insights into the roles of AI and smart apps on tourist public transport usage, considering age and gender. Based on PLS-SEM, smart app usefulness was the most important for participating in public transport, followed by AI benefits and smart app knowledge. While the benefits of AI are necessary for seniors and males, the usefulness of smart apps is recognized by all ages and genders. The benefits of AI and usefulness of smart apps are sufficient for all ages and genders, but other input variables differ. The use of PLS-SEM, MGA, and fsQCA allow for the identification of complex causal relationships and configurations among the variables of interest, revealing the specific AI and smart app features that cater to the unique needs and preferences of different demographic groups.

Suggested Citation

  • Myung Ja Kim & C. Michael Hall & Namho Chung, 2024. "The influence of AI and smart apps on tourist public transport use: applying mixed methods," Information Technology & Tourism, Springer, vol. 26(1), pages 1-24, March.
    • Handle: RePEc:spr:infott:v:26:y:2024:i:1:d:10.1007_s40558-023-00272-x
    DOI: 10.1007/s40558-023-00272-x
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