Determinants of User Satisfaction and Behavioural Intentions Towards AI Assistants for Travel

Internal seminar for researchers

Research area: Operations and Management Science, Healthcare and Innovation (OMSHI)

Abstract: Artificial Intelligence (AI) has transformed various industries, including the tourism and hospitality sector. AI assistants can aid travellers in searching for information and simplify their travel planning process. They can also help travel companies to deliver personalised, efficient, and effective customer service. Though research has hinted about how AI systems are transforming travel experiences, little research has focused on how travellers evaluate the use of AI Assistants. Through a mixed-methods approach, this research explored which factors determine user satisfaction of the Human-AI Assistant interaction process and outcomes, and the willingness to adopt and use AI Assistants in the future for travel purposes. 

About Erin: Dr Erin Ling is a Lecturer in Artificial Intelligence (AI) and the Future of Work, holding a joint role in the Surrey Institute for People-Centred AI and the School of Hospitality and Tourism Management at the University of Surrey. With a keen focus on the intersections of AI, people, culture, and society, Erin's expertise lies in researching the applications and implications of AI in the services sector. Her work centres around AI transformation in businesses, human-AI/robot interaction, user behaviour, and ethical considerations of AI systems. In addition to her academic contributions, Erin has made notable appearances as a speaker and writer on the subject of AI and jobs. Her insights have been featured in renowned publications such as The Guardian and SkyNews. Erin actively participates in All-Party Parliamentary Group (APPG) meetings related to Youth Affairs, AI and its impact on various sectors. By engaging with policymakers, industry experts, and fellow researchers, Erin contributes to the discussions surrounding AI policy, regulation, and the future of work.