Tourism Information Search in The Age of Generative AI: The Role of AI Literacy, Trust and Personalization
DOI:
https://doi.org/10.63556/tisej.2026.1949Keywords:
AI literacy, Personalization, Perceived trust, Behavioral intention, Tourism information-seeking behaviorAbstract
Bu çalışma, üretken yapay zekanın turizm bilgi arama davranışında kullanımını incelemektedir. Üretken yapay zekâ uygulamalarındaki gelişmeler ve bu uygulamaların son kullanıcılar arasında yaygınlaşması, yapay zekâ okuryazarlığı kavramını ön plana çıkarmıştır. Bu kapsamda yapay zekâ okuryazarlığı, kişiselleştirme, algılanan güven ve davranışsal niyet arasındaki ilişkileri incelemek amaçlanmıştır. Araştırma üniversite öğrencileri üzerine yürütülmüş olup, 2026 nisan ve mayıs aylarında yüz yüze ve online olarak geçerli 443 anket elde edilmiştir. Örnekleme yöntemi olarak kolayda örnekleme tekniğinden faydalanılmıştır. Verilerin analizi için PLS-SEM kullanılmıştır. Araştırma bulgularına göre varsayılan tüm hipotezler desteklenmiştir. Çalışma; turizm bilgisi arama davranışında yapay zekâ okuryazarlığı, kişiselleştirme ve yapay zekaya duyulan güvenin önemli değişkenler olduğunu ortaya koymuştur. Değişkenler arasında, algılanan güven davranışsal niyet üzerinde en güçlü etkiye sahiptir. Yapay zekâ okuryazarlığı; kişiselleştirme, algılanan güven ve davranışsal niyeti olumlu yönde etkilemektedir. Kişiselleştirmenin, yapay zekâya duyulan güven ve davranışsal niyet üzerindeki etkisi istatistiksel olarak anlamlı bulunmuştur. Son olarak, yapay zekaya duyulan güven, üretken yapay zekâ uygulamalarına yönelik davranışsal niyeti pozitif yönde etkilemektedir. Çalışma teorik ve pratik çıkarımları tartışarak ve üretken yapay zekâ uygulamalarının turizm bilgi arama davranışında kullanımına yönelik öneriler sunarak sona ermektedir.
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