The Effects of Artificial Intelligence and Cognitive Dissonance on Tourist Decisions Across Vietnam

Ngan Nguyen Hoang Thanh, Le Nguyen Ngoc Thanh () and Vo Hong Son ()
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Ngan Nguyen Hoang Thanh: National Kaohsiung University of Science and Technology, Department of Tourism Management, School of Business Intelligence
Le Nguyen Ngoc Thanh: Tomas Bata University in Zlín, Department of Management, Faculty of Management and Economics
Vo Hong Son: Tomas Bata University in Zlín, Department of Management, Faculty of Management and Economics

A chapter in Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era, 2026, pp 376-398 from Springer

Abstract: ABSTRACT Artificial Intelligence (AI’s) progression in tourism enhances travel experiences through optimized decision-making. The integration of AI raises privacy and trust concerns due to data requirements. This study examines AI’s impact on tourist decisions through Cognitive Dissonance Theory, which explains discomfort from conflicting cognitions between personalisation desires and privacy concerns. Using structural equation modelling, the study tested relationships between AI benefits, privacy concerns, trust, cognitive dissonance, and AI recommendation adoption. Data from AI travel tool users showed robust model fit (CFI = 0.975, RMSEA = 0.035). Privacy concerns increased cognitive dissonance, reducing AI recommendation adoption. Perceived benefits influenced adoption through positive attitudes, while trust supported usage intentions. These findings suggest providers can improve AI tourism services by enhancing trust measures and data transparency.

Keywords: Artificial Intelligence; Tourism; Decision-making; Cognitive Dissonance Theory Privacy Trust; Data Security (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24745-2_20

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DOI: 10.1007/978-3-032-24745-2_20

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