Research On Trust And Adoption Intentions Of Travel Route Recommendation System Based On Artificial Intelligence

In recent years,Internet information has been growing exponentially,and countless information such as travel notes,reviews and videos have been generated in the field of tourism.These massive tourism strategies and route recommendations not only provide tourists with tourist destination information,but also bring great troubles for tourists to make their itineraries.It is difficult for tourists to deal with so much information within a certain time.With the development of artificial intelligence technology,travel route recommendation system based on artificial intelligence(hereinafter referred to as intelligent recommendation system)has become an important tool to help tourists make travel related decisions or suggestions.However,the theoretical understanding of how and to what extent tourists accept the recommendation system based on artificial intelligence technology in tourism planning is still limited,and there is still a lack of exploration on the influencing factors of Acceptance Intention of the recommendation system based on artificial intelligence.Through reading the relevant literature of artificial intelligence,technology acceptance willingness,information acceptance willingness,trust and theoretical basis at home and abroad,the following conclusions are drawn:(2)in the research of artificial intelligence acceptance,the existing research only explores the preliminary problem of artificial intelligence device acceptance,but there is still a lack of acceptance of the decision / suggestion provided by artificial intelligence devices;(3)trust is acceptance However,the existing research lacks of thinking about the emotional trust of artificial intelligence;(4)dual path theory has been widely used to explain tourists' information processing mode,but few researches focus on the potential relevance of heuristic system dual path processing model(HSM)in understanding tourists' adoption of artificial intelligence technology in decision-making.Based on this,this paper first adopts qualitative research,selects 10 Internet information technology field workers as the interview objects,through understanding their willingness to accept intelligent recommendation system and the reasons,at the same time,combined with literature research to screen out the main factors affecting the willingness to accept intelligent recommendation system.The research shows that the willingness of tourists to accept the intelligent recommendation system is related to the tourists' perception of the intelligent recommendation system's trust,functional performance,personalized perception,social influence and anthropomorphic perception.Based on HSM theoretical model,the research divides trust into cognitive trust and emotional trust,discusses the influence mechanism of acceptance willingness of intelligent recommendation system from cognitive and affective aspects,constructs the hypothesis model that affects acceptance willingness of intelligent recommendation system,and proves the hypothesis model through quantitative research.In the quantitative study,questionnaire survey was used to collect users' first-hand data.In order to make the subjects better understand the intelligent recommendation system,situational questionnaire survey was used.A total of 364 valid questionnaires were collected,and the data were analyzed using structural equation modeling based on constructs-partial least squares(PLS).Through data analysis,this study proves that(1)cognitive trust and emotional trust have different degrees of influence on acceptance intention;(2)Functional performance and perceptual individuation have a positive impact on acceptance willingness through cognitive trust,while social influence and anthropomorphism have a positive impact on acceptance willingness through emotional trust.(3)Emotional trust has a positive impact on cognitive trust,which verifies the prejudice effect of HSM.This study is based on HSM theoretical model,takes trust as the center,and considers both cognitive and emotional factors.It is an in-depth study on the acceptance of artificial intelligence technology,and also widens the application field of the theory.In addition,it is of profound significance to the product development,design and management in the field of intelligent recommendation of travel routes.