This study aims to explore how engagement with AI mediates the relationship between AI adoption in tourism and the resulting smart experiences, which ultimately foster both smart tourism love and perceived happiness among tourists.
Data were collected from 622 domestic Thai tourists aged 19 and above who visited Khon Kaen Province within the past three months and used AI-powered tools for tourism. The hypothesised model was tested using structural equation modelling (SEM) through a two-step approach.
The study reveals that the successful integration of AI in tourism largely depends on the depth of tourists’ engagement with these technologies. Greater engagement fosters enriched smart experiences and stronger emotional bonds.
This study utilises the stimulus-organism-response (S-O-R) model to examine the impact of AI adoption on tourist behaviour, making substantial theoretical contributions to the expanding body of literature on AI in tourism.
Tourism operators and policymakers should prioritise fostering meaningful engagement with AI technologies to enhance tourist experiences and strengthen emotional connections to destinations, aligning with Thailand’s digital transformation initiatives.
This study emphasises the crucial role of engagement with AI – rather than mere adoption – in shaping smart tourism experiences and emotional outcomes, thereby contributing to the literature on AI in tourism.
