Prof. Debarun Chakraborty’s research paper entitled ‘Revolutionizing Travel: The Impact of Generative AI on Personalization and Efficiency in the Tourism Industry’ has been published in the Indian Journal of Marketing. This research evaluates the social, emotional, and functional values influencing users’ intention to use Travel and Tourism Apps (TTA) and their trust. It investigates the impact of Generative Artificial Intelligence (GAI) content on TTA. This research demonstrates that when people view usage information about friend-recommended apps with positive comments, both social influence processes may be activated.
However, only normative information may persuade people not to use those apps if their friends give them bad reviews. This research examines the potential optimizations for AI integration in the Tourism Industry and addresses the ethical and demographic issues related to this technology.