Assessing the Influence of AI in Social Media on Traveler's Future Trip-Planning Behavior

Authors

  • Vasudevan t.j MBA Student Author
  • Dr. Avinash Rana Associate Professor Author

DOI:

https://doi.org/10.5281/zenodo.20024704

Abstract

The rapid integration of artificial intelligence (AI) into social media platforms has fundamentally transformed how travelers discover, evaluate, and plan their journeys. This study investigates the influence of AI-generated social media content on the future trip-planning behavioral intentions of frequent travelers, drawing on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) as its theoretical foundation. Five key constructs were examined: Perceived Credibility, Perceived Usefulness, Perceived Ease of Use, Social Influence, and Digital Literacy, with Behavioral Intention serving as the dependent variable.

Author Biographies

  • Vasudevan t.j, MBA Student

    Student, Faculty of Management Studies, CMS Business School, JAIN (Deemed-to-be University), Bengaluru, India

  • Dr. Avinash Rana, Associate Professor

     

    Faculty of Management Studies, CMS Business School, JAIN (Deemed-to-be University), Bengaluru, India

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Published

2026-05-11

Issue

Vol. 14 No. 1 (2026): APRIL 2026

Section

Articles

License

Copyright (c) 2026 Academic Research Publishers

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Assessing the Influence of AI in Social Media on Traveler’s Future Trip-Planning Behavior. (2026). International Academic Research Journal of Business and Management, 14(1), 450-461. https://doi.org/10.5281/zenodo.20024704