Tourists' Attitudes and Behavior toward AI-Powered Recommendation Systems in Tourism Planning

This study examines tourists’ attitudes toward AI-powered recommendation systems in tourism planning in Bangladesh. Data were collected through an online structured questionnaire using purposive sampling, with 342 valid responses analysed through SPSS and SmartPLS. The study assessed eight constructs, including behavioural intention, privacy concern, perceived usefulness, perceived value, social influence, tourist attitude, trust in AI, and contextual factors. Results from reliability, validity, factor analysis, and PLS-SEM confirmed all direct and moderating hypotheses except one, showing that AI-based recommendation systems significantly influence tourists’ tourism planning behaviour. The findings offer useful insights for tourism planners, marketers, technology developers, and future researchers in emerging tourism markets.