應用人工智慧提升觀光旅遊效益之研究

A Study on the Intention to Use AI Tools to Increase Tourism Benefits

生成式人工智慧科技的發展已逐步改變全球觀光旅遊產業的營運生態。從旅遊行前的規劃、旅途中的定位導航、翻譯溝通、導覽說明、攝影剪輯、天氣預測、健康監測等需求，消費者越來越不需要旅行業的代理協助，只需付出少少的成本即可隨時利用AI科技而達成。因此，我們有必要依循此項觀光旅遊趨勢進行台灣消費者的實證調查。首先，本研究以期望確認理論為基礎進行實證模型的擴展，以檢視台灣民眾未來觀光旅遊時，影響其應用這些生成式AI意願之預測因素，並藉此讓觀光旅遊業之利害關係人做好準備，迎接觀光旅遊AI自助時代的到來。通過線上調查收集到209份有效樣本，並以PLS-SEM測測試結構模型與假說驗證。結果證實，期望確認會直接顯著影響效益知覺與愉悅知覺。其次，愉悅知覺和科技滿意也是預測續用意願的顯著因子。由此可知，觀光旅遊AI科技服務要讓消費者持續使用，應充分滿足用戶的使用預期及愉悅感受。

The development of generative AI has gradually transformed the landscape of the tourism industry. From pre-trip planning to on-the-go navigation, translation and communication, guided explanations, photo and video editing, weather alerts, and health monitoring, travelers are increasingly less reliant on travel agents. With minimal costs, consumers can now leverage AI technologies to fulfill various travel-related needs autonomously. In light of this emerging trend, it is necessary to conduct an investigation into the behavior of Taiwanese consumers within this evolving tourism context. This study extends the ECT model to construct an empirical model aimed at identifying the key determinants influencing Taiwanese consumers’intention to adopt generative AI technologies in future travel scenarios. The objective is to help stakeholders in the tourism industry prepare for the advent of the AI-driven self-service travel era. Data were collected through an online survey, yielding 209 valid responses. The structural model and proposed hypotheses were tested using PLS-SEM. The results indicate that expectation confirmation significantly and directly influences both perceived performance and perceived enjoyment. Furthermore, both perceived enjoyment and AI satisfaction emerged as significant predictors of continued usage intention. These findings suggest that in order to promote sustained use of AI-powered tourism services, it is essential to meet users’expectations and enhance their experiential enjoyment.