Changes in Consumer Behavior Through the Use of AI on Tourism Platforms in Disruptive Times

Maria-Roxana Cosma (), Mirela Cătălina Türkeș () and Aurelia-Felicia Stăncioiu
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Maria-Roxana Cosma: Technical University of Civil Engineering
Mirela Cătălina Türkeș: Bucharest University of Economic Studies
Aurelia-Felicia Stăncioiu: Bucharest University of Economic Studies

A chapter in Leading Change in Disruptive Times, 2026, pp 700-713 from Springer

Abstract: Abstract With the rapid development and adoption of emerging technologies, such as artificial intelligence (AI) which transforms interactions between companies and consumers, the integration of AI-based solutions in customer service becomes necessary in the tourism sector, while research on their impact on behavioral intention to use is still in its early stages. This study addresses this gap, assessing the joint effect of AI integration in customer service, perceived usefulness and the Romanian user’s experience on perceived service quality and satisfaction, but also how gender moderates the relationships between these variables and the behavioral intention to use this support on tourism platforms. The quantitative research was conducted on a sample of 225 respondents who use tourism platforms. The results obtained reveal that AI integration in customer service has a strong and significant effect on the quality of service and satisfaction felt by Romanian users, and they can provide clearly necessary insights for tourism platform managers to implement and optimize AI solutions and for marketing specialists to develop strategies that capitalize on the benefits of this technology in order to increase satisfaction and improve user experience.

Keywords: Artificial Intelligence; Tourism Platforms; Customer Satisfaction and Behavior (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-19276-9_45

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DOI: 10.1007/978-3-032-19276-9_45

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