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Keywords: UTAUT2
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–26.
Published: 07 July 2026
...Xi Wang; Jie Zheng; Yiqing Liao Purpose This study investigates how tourists adopt AI-Generated Content (AIGC) in travel planning by combining two theoretical frameworks: the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model and the Source Credibility Model (SCM). While AIGC has...
