Integrating modern food technologies within the tourism sector improves the pleasures, convenience and involvement of travelers. Central to this advancement is AI-powered food applications (AI-PFDA), which are vital in driving this shift. However, the adoption of AI-PFDA is impeded by the gap between travelers’ usage intention (UI) and their actual usage behavior (UB), a phenomenon that has received limited scholarly attention in recent years.
To address the identified disparity, this study introduces a theoretical model based on self-determination theory, cognitive dissonance theory and mere exposure theory. The proposed model was tested using data collected from a questionnaire administered to 305 tourists in China, employing partial least squares structural equation modeling and necessary conditions analysis techniques.
Our findings demonstrate a significant partial mediating effect of perceived autonomy, competence and relatedness, a positive moderating effect of mere exposure and a negative moderating effect of reference price on the relationship between UI and UB.
This research enriches the current literature and assists policymakers in developing measures to mitigate the intention–behavior gap in adopting AI-PFDA within the framework of smart tourism.
