Modelling AI-Driven smart tourism experiences: A structural analysis of acceptance, trust, and sustainable engagement

Abstract

As artificial intelligence (AI) becomes integral to tourism, understanding how it shapes smart travel experiences is essential. This study develops and tests a structural model linking six constructs: AI acceptance and usage, system quality, trust, infrastructure readiness, sustainability, and overall experience. Grounded in TAM, UTAUT, and the IS Success Model, it highlights trust, ethics, and sustainability as central to AI-driven tourism. Data from 538 travellers across Southeast Asia were analyzed using Structural Equation Modelling (SEM), with purposive sampling used to ensure relevance of AI experience. Results show that infrastructure readiness and system quality strongly influence trust and user satisfaction, while sustainability mediates the relationship between AI use and positive travel experiences. This research contributes a multidimensional framework connecting technology adoption with responsible tourism outcomes. The findings offer practical implications for policymakers and tourism providers to develop ethical, inclusive, and infrastructure-ready AI systems that enhance user trust and sustainable travel behaviour.