Determinants of Tour Guides’ Intention to Adopt Generative Artificial Intelligence: The Moderating Role of Technology Anxiety

• 영문명: 导游采用生成式AI 技术的影响因素研究：技术焦虑的调节作用
• 발행기관: ACADEMIC FRONTIERS PUBLISHING GROUP(AFP)
• 저자명: LI Yan MA YunLong
• 간행물 정보: 『Journal of Sinological Studies(JSS)』Vol.2 No.9, 19~31쪽, 전체 13쪽
• 주제분류: 인문학 > 역사학
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

Generative Artificial Intelligence (AI) technologies, exemplified by ChatGPT, are attracting new attention in the tourism industry for smart services. Tour guides, as frontline service staff, could potentially enhance information delivery and service efficiency by adopting generative AI. However, their acceptance of such new technology is influenced by multiple factors. Based on the Technology Acceptance Model (TAM), this study proposes a theoretical model incorporating perceived usefulness, perceived ease of use, algorithm interpretability (transparency), as well as trust and technological anxiety, to examine how these factors affect tour guides’ intentions to use generative AI. A questionnaire survey of 413 tour guides was conducted, and the hypotheses were tested using structural equation modeling and regression analysis. The results show that perceived usefulness, perceived ease of use, and algorithm interpretability all have significant positive effects on tour guides’ intention to use generative AI. Trust plays a partial mediating role between these factors and usage intention. Technological anxiety significantly negatively moderates the effects of perceived ease of use and algorithm interpretability on trust (weakening those relationships), while its moderation on perceived usefulness is not significant. The study enriches the research framework of AI technology adoption theoretically and provides empirical evidence and managerial insights for effectively promoting the application of generative AI in the tourism sector.

영문 초록

生成式人工智能（AI）技术以ChatGPT 为代表，正引发旅游业对智能化服务的新关注。导游作为旅游服务一线人员，在工作中引入生成式AI 有望提高信息传递和服务效率。然而，导游对这类新技术的接受程度受到多种因素影响。本文基于技术接受模型，构建包含感知有用性、感知易用性、算法可解释性（透明度）以及信任和技术焦虑的理论模型，探讨这些因素对导游使用生成式AI 意图的影响机制。通过对413 名导游的问卷调查，运用结构方程模型和回归分析验证研究假设。结果表明：感知有用性、感知易用性及算法可解释性均对导游的生成式AI使用意图有显著正向影响；信任在上述因素与使用意图之间起部分中介作用；技术焦虑显著负向调节感知易用性和算法可解释性对信任的影响，但对感知有用性的影响不显著。研究从理论上丰富了AI 技术采纳领域的研究框架，为旅游从业者有效推动生成式AI 的应用提供了实证依据和管理启示。

목차

1 引言

2 理论基础与研究假设

3 研究设计

4 结果

5 结论与讨论

参考文献

키워드

Generative AI Perceived Usefulness Trust Technological Anxiety Usage Intention 生成式AI 感知有用性 信任 技术焦虑 使用意图