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Changes in Consumer Behavior Through the Use of AI on Tourism Platforms in Disruptive Times

In: Leading Change in Disruptive Times

Author

Listed:
  • Maria-Roxana Cosma

    (Technical University of Civil Engineering)

  • Mirela Cătălina Türkeș

    (Bucharest University of Economic Studies)

  • Aurelia-Felicia Stăncioiu

    (Bucharest University of Economic Studies)

Abstract

With the rapid development and adoption of emerging technologies, such as artificial intelligence (AI) which transforms interactions between companies and consumers, the integration of AI-based solutions in customer service becomes necessary in the tourism sector, while research on their impact on behavioral intention to use is still in its early stages. This study addresses this gap, assessing the joint effect of AI integration in customer service, perceived usefulness and the Romanian user’s experience on perceived service quality and satisfaction, but also how gender moderates the relationships between these variables and the behavioral intention to use this support on tourism platforms. The quantitative research was conducted on a sample of 225 respondents who use tourism platforms. The results obtained reveal that AI integration in customer service has a strong and significant effect on the quality of service and satisfaction felt by Romanian users, and they can provide clearly necessary insights for tourism platform managers to implement and optimize AI solutions and for marketing specialists to develop strategies that capitalize on the benefits of this technology in order to increase satisfaction and improve user experience.

Suggested Citation

  • Maria-Roxana Cosma & Mirela Cătălina Türkeș & Aurelia-Felicia Stăncioiu, 2026. "Changes in Consumer Behavior Through the Use of AI on Tourism Platforms in Disruptive Times," Springer Proceedings in Business and Economics, in: Mihail Busu (ed.), Leading Change in Disruptive Times, pages 700-713, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-19276-9_45
    DOI: 10.1007/978-3-032-19276-9_45
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