PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v9i4.14963ArticleResearch on the Adoption Willingness of Generative Artificial Intelligence in Tourism Decision- Making Among Young Tourists: Based on the Anthropomorphic Perspective and an Improved UTAUT2 Modelhttps://artdesignp.com/journal/PBES/9/4/10.26689/pbes.v9i4.14963LuoPianpian2026942026-06-03With the explosive growth of generative artificial intelligence (AIGC), it is profoundly transforming the travel decision-making paradigm of young tourists as a new decision-making support tool. Based on an improved Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), this study introduces anthropomorphic traits and perceived risk to construct a model of the influencing mechanism of young tourists’ willingness to adopt AIGC. Through structural equation modeling (SEM) analysis of 266 valid samples, it was found that: (1) Hedonic motivation is the primary driver of young tourists’ willingness to adopt, followed by performance expectancy and effort expectancy; (2) Anthropomorphic traits significantly positively drive perceived benefits through a fully mediating pathway, thereby indirectly enhancing adoption willingness; (3) The young group exhibits significant risk “desensitization” characteristics, with perceived risk having no significant impact on willingness; (4) AI literacy has no significant moderating effect in the adoption pathway, validating the “egalitarian” nature of AIGC technology. The research findings provide a scientific reference for cultural and tourism enterprises to optimize the interactive design of AIGC products and promote the popularization of digital and intelligent tourism.

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