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Keywords: Engagement with AI
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Journal Articles
Engaging with AI in tourism: a key to enhancing smart experiences and emotional bonds
Available to Purchase
Asia-Pacific Journal of Business Administration (2025) 17 (5): 1421–1440.
Published: 28 January 2025
...Watchara Chiengkul; Putthasak Kumjorn; Thanawat Tantipanichkul; Kittanathat Suphan Purpose 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...
