The Tourist as a Consumer: Purchasing Behavior Patterns in the Age of Artificial Intelligence
Anna Katarzyna MAZUREK-KUSIAK
https://doi.org/10.18267/pr.2026.vol.2587.22
Abstract: The rapid development of AI is transforming purchasing behavior in the tourism market. This study examines the relationship between age and tourists’ choice of purchase channels, frequency of AI use, perceived barriers, and factors increasing willingness to adopt AI-based tools. The research was conducted in Poland in 2024–2025 using a diagnostic survey (N = 1025). Statistical methods included the chi-square test, Cramer’s V, and discriminant analysis. The results reveal significant intergenerational differences. Younger respondents more frequently use mobile applications and digital platforms, whereas older consumers prefer traditional channels and direct human contact. The intensity of AI use decreases with age. Older groups report higher concerns about misinformation, privacy, and lack of interpersonal interaction. At the same time, transparency of AI systems and access to human support increase acceptance, particularly among older users. The findings contribute to smart tourism research and support the need for segmented AI implementation strategies.
Keywords: digital consumer behaviour, technology adoption, generational differences, consumer trust, explainable AI
JEL Classification codes: L83; O33; D12
Fulltext: PDF
Published by: Prague University of Economics and Business, Oeconomica Publishing House
Year of publication: 2026
Online publication date: 20 May 2026
Copyright: Authors of the papers
ISBN 978-80-245-2587-7
ISSN 2453-6113
Pages