Featured faculty: Lisa Wan
Written by Pan Jingyi

It was supposed to be a fun summer trip to Puerto Rico last year, as a Spanish couple had done everything ChatGPT planned, until they were refused to board the plane for not obtaining proper paperwork. In another case, two tourists were lost in a rural Peruvian town trying to find an imaginary destination suggested by AI.

AI has been hailed as the new technological evolution, but these stories remind us not to take technology at face value. On the other hand, these cases also highlight how trip planning has moved from a search bar of internet browsers to ChatGPT, DeepSeek, Grok, and the like. Scrolling through a sea of blue links is gradually replaced with a single prompt.

“Opting for an unfamiliar and novel search method like GenAI can be seen as a risky choice for making concrete plans.”

Professor Lisa Wan

“When ChatGPT was first introduced, we immediately sensed its strong potential for tourism information search, which largely depends on context and user preferences,” says Lisa Wan, Associate Professor of the School of Hotel and Tourism Management and the Department of Marketing at the Chinese University of Hong Kong (CUHK) Business School.

“Unlike traditional search engines that primarily provide fragmented information through hyperlinks, generative AI, or GenAI, can synthesise information, generate narratives, and adapt responses to users’ preferences.”

With much positive and negative news surrounding GenAI, Professor Wan seeks to understand what travellers actually perceive of the new technology. Working with Li Yuan of Zhejiang University, along with Luo Xiaoyan and Ding Xu of Sun Yat-Sen University, she conducted the research Advancing information search through GenAI: the roles of search type, travel motive and GenAI customisation level.

Across a series of studies involving more than 800 participants from different countries, the team examined when people lean towards GenAI or retreat to traditional search engines. They find that travellers’ willingness to use GenAI depends on their search purpose, travel motives, and whether the AI agent is tailored for trip planning.

When GenAI is less trustworthy

Trip planning often starts from curiosity and then turns into concrete actions. Individuals who come across a destination on social media or over casual conversation may want to find more about the must-sees, the overall vibe, and, as their interest deepens, may seek further information on specific prices and booking options.

Based on the above process, the researchers grouped these behaviours into two search types: non-decision-based, where individuals browse for general information about a destination, and decision-based, when more detailed information is sought for final decision-making.

“These differences can influence which search tools people choose,” Professor Wan says. “In the decision-based search, a small bad decision based on inaccurate information can turn into bigger problems, causing consumers to be more cautious.”

When participants are in decision-making mode, they prefer to gather information using traditional search engines. “Opting for an unfamiliar and novel search method like GenAI can be seen as a risky choice for making concrete plans,” she adds.

Professor Wan notes that new technologies often face a natural trust gap, especially when mistakes have significant consequences. Moreover, scepticism towards GenAI also reflects a rational assessment of its limitations in providing real-time and verified data, as reported in recent news.

In non-decision-based situations, however, the pattern shifts. When people are causally exploring or thinking about a destination, GenAI’s conversational style and ability to synthesise broad information become more appealing.

Traveller’s mindset and customisation make a difference

Looking further into what factors might encourage people to use AI in decision-making scenarios, Professor Wan and her collaborators found that the travel motive is the crucial piece. Specifically, participants motivated by a utilitarian goal that focuses on efficiency and convenience reported a higher preference for GenAI, whereas those with a hedonic motive of prioritising fun and pleasure are more likely to stick with traditional search engines like Google.

For utilitarian travellers, GenAI is preferred for its ability to filter information and organise search results, reducing the effort to compare options manually. Meanwhile, hedonic travellers enjoy the traditional browsing experience, mostly because search engines feature a richer mix of photos, videos, maps, reviews, and unexpected discoveries.

“Those prioritising fun and pleasure may find the variety and richness of multimedia content more appealing, providing a more immersive and enjoyable searching experience compared to the textual responses generated by GenAI,” says Professor Wan.

Customisation levels also affect user preference for AI. As booking platforms increasingly embed AI plugins for specific tasks, such as suggesting available hotels based on user preferences and providing customer service via AI chatbots, the study finds that such customisations can boost trust in GenAI.

How the tourism industry should adopt and develop GenAI

Given that GenAI is often more preferred in the non-decision stage, Professor Wan suggests platforms make an AI assistant visible in the main search bar to inform travellers general information about destinations, such as major attractions and cultural highlights. Another application is to display GenAI responses alongside traditional search results, allowing travellers to cross-check information easily.

While AI transformation continues to gain momentum, Professor Wan observes that fundamental challenges remain. “Many firms invest heavily in AI solutions but see limited results in daily operations. Two common obstacles are the lack of in-house talent to integrate AI into workflows and the tendency to adopt generic tools that don’t match real user demand.”

Furthermore, she observes that rapid AI advancements and shifting customer demand require firms to continually adapt this technology. “Rather than treating GenAI adoption as a one-off technological upgrade, firms need to view it as an organisation transformation process that involves gradual development, cross-functional collaboration and iterative experimentation.”

The future of travel planning

Professor Wan believes that AI will not completely replace search engines just yet, at least in the near future. Instead, travel information would be more distributed, with different tools serving different purposes. “GenAI is more likely to complement travel planning rather than substitute the traditional way,” she adds.

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Interestingly, she suggests that social media will be the close contender for search engines. In Chinese Mainland, for example, RedNote has already become a starting point for many travellers for its first-hand reviews. “The real shift is towards interactive, experience-rich and peer-validated information, something that social media and GenAI offer in different ways.”

Another takeaway is a concern about how GenAI can subtly change how travellers engage with places and experiences. Therefore, she encourages travellers to keep interacting with locals and communities. “The goal is not to reject intelligent tools, but to remain attentive to how they reshape human capabilities and experience.”

The post Can AI beat search engines for trip planning? first appeared on China Business Knowledge.

Featured faculty: Lisa Wan
Written by Pan Jingyi

Young faces often take the spotlight in discussions about tourism, yet senior tourists, with their discretionary savings and spare time, possess significant resources and chances to travel. Alas, there remains a limited understanding of their decision-making process in the digital age.

Given that internet usage is increasingly pivotal to fulfilling informational needs, Lisa Wan, Associate Professor of the School of Hotel and Tourism Management and Department of Marketing at the Chinese University of Hong Kong (CUHK) Business School, delves into the impact of senior tourists’ internet literacy on their preferences for travel destinations.

“The world is rapidly advancing technologically and witnessing a significant demographic shift towards an ageing population, but we discovered that limited internet abilities among seniors act as limiters rather than complete barriers,” Professor Wan says.

“Our findings demonstrate that a lack of internet abilities does not necessarily prevent seniors from travelling, but encourages them to adopt alternative travel approaches that are deemed more feasible for them.”

Professor Lisa Wan

In a study titled Exploring uncharted digital horizons: Role of internet self-efficacy in shaping the destination preferences of senior tourists, Professor Wan and Jia Guangmei, Liu Xin and Wen Ji of Jinan University in China, also explore how marketers should target elderly tourists strategically in the era of technology.

Desirability vs. feasibility

Professor Wan notes that tourists often rely on the internet to solve problems when encountering unfamiliar environments, suggesting a strong correlation between tourists’ decision-making processes and their internet self-efficacy levels. Internet self-efficacy, representing one’s confidence in effectively performing internet-related tasks, stands as a critical factor that can change an individual’s decisions and behaviour.

Therefore, the researchers posited that senior tourists with high internet self-efficacy are more likely to choose desirable or attractive destinations, while those with low internet self-efficacy focus more on the feasibility or accessibility of tourist spots. Desirable destinations include charming scenery, abundant food choices, and a pleasant climate. Feasibility, on the other hand, typically pertains to factors such as convenient transportation and ample age-friendly services.

In addition, the researchers argued that mindsets and travel companions could influence the effect of internet self-efficacy on their destination preferences among seniors.

The role of internet self-efficacy

The team conducted a series of experiments in China to test their hypotheses, recruiting participants from online platforms and in person. They categorised senior travellers as individuals aged 55 years and above, aligning with the average retirement age in China.

The first experiment consisted of two parts: a field experiment and a scenario-based trial. In the field experiment, participants were presented with a choice between two portable nightlights for travel. Nightlight A is easy to learn but has fewer functions, while nightlight B is hard to learn but has multiple functions.

The results confirmed that seniors who are less confident in their internet skills chose nightlife A for its feasibility, while seniors with high internet self-efficacy were keen to use nightlight B that represents desirability.

In the scenario-based experiment, participants were asked to imagine going on vacation and determine whether they would choose a highly attractive yet less practical destination. Similar to previous results, senior participants with high internet self-efficacy demonstrated a greater inclination towards desirability.

“This preference may arise because high internet self-efficacy instils a sense of autonomy, the extent to which individuals have control over their travel actions and experiences,” Professor Wan explains.

Be open-minded or choose a competent companion

The researchers further explored how seniors’ mindsets and travel companions impact their decision-making. People with a fixed mindset perceive human traits as predetermined and stable, whereas those with a growth mindset see human traits as flexible and subject to significant transformation through diligent effort.

“Individuals holding a growth mindset tend to be open-minded when facing obstacles, but those holding a fixed mindset are inclined to exhibit avoidance behaviours,” says Professor Wan.

In a subsequent experiment, participants were asked to read articles designed to manipulate their mindset before selecting travel destinations. One article emphasised that an individual’s character is amendable, and another stated the opposite. The result showed that seniors with strong internet skills in a fixed mindset prefer destinations with high desirability, while those with weaker skills opt for high-feasibility ones. Conversely, senior tourists with a growth mindset tend to prioritise desirable destinations regardless of their internet proficiency.

Lastly, the researchers examined the role of travel companions. Participants were asked to imagine travelling with a friend and chose destinations as in previous experiments. The results showed that senior tourists prefer destinations with higher desirability when travelling with a tech-savvy companion, regardless of their own internet self-efficacy. However, if travel companions are incompetent, seniors with low internet self-efficacy are more inclined to visit high-feasibility places.

This finding aligns with the self-expansion theory, which suggests individuals can broaden their sense of self by engaging in relationships with others who offer resources. “Competent companions with advanced abilities and skills can be perceived as complementary to senior travellers’ own abilities, helping them overcome their personal deficiencies,” says Professor Wan.

Tailored marketing strategies for distinct groups

This research not only demonstrates senior tourists as rational decision-makers who plan ahead before making choices, but also challenges the common assumption of older adults lacking proficiency in technology.

“As senior tourists still have a strong desire to participate in travel experiences, it is crucial for marketers to acknowledge the potential of this demographic in the digital world and tailor product marketing strategies to effectively meet their unique needs and preferences,” Professor Wan says.

For senior tourists with adept internet capabilities, marketers should highlight desirable features, such as scenic beauty and diverse food options. When targeting seniors with limited digital proficiency, accentuating practical aspects like accessibility and transportation convenience would work best.

Diverse marketing channels should be employed to reach both groups, as tech-savvy seniors may use social media networks, travel forums, and websites frequently, while traditional marketing tools such as billboards and brochures are more effective in targeting seniors with low internet abilities.

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Travel planning, especially for self-organised trips, is highly dependent on internet searches nowadays. Despite technological advancements posing challenges, this research emphasises that internet abilities may serve as limiters rather than prohibitors for some senior tourists.

“Our findings demonstrate that a lack of internet abilities does not necessarily prevent seniors from travelling, but encourages them to adopt alternative travel approaches that are deemed more feasible for them,” Professor Wan says.

The post Will lack of internet skills prevent seniors from travelling? first appeared on China Business Knowledge.

By Pan Jingyi, Principal Writer, China Business Knowledge @ CUHK

Have you ever felt that irresistible pull when exploring tourist spots, only to be drawn to something more? Imagine strolling through the Notting Hill district in London or Montmartre in Paris to take Instagrammable photos at a bookshop or cafe, but despite your intentions, you ultimately leave with a tote bag or souvenirs.

Well, you are not alone. Many travellers find themselves making these subconscious purchases due to the vibes rather than part of their itineraries. Tourists frequently engage in impulsive buying, making unplanned or spontaneous purchases without carefully considering the necessity.

The good part is this impulsive act offers an opportunity for tourism businesses to make profits and enhance the travel experience. Understanding the factors that contribute to such excursion can provide valuable insights into consumer behaviour and engagement.

“Impulsive buying is a manifestation of individuals’ personal control over themselves, and a low sense of personal control could induce impulsive behaviour.”

Professor Lisa Wan

Previous research has identified factors such as emotions, travel experience, and time pressure as drivers of impulsive buying. In a recent study, a group of researchers proposed a novel driver they call “romance-themed storytelling in a tourist attraction.”

“Romantic stimuli have been proven to elicit unplanned behaviour,” says Lisa Wan, Associate Professor of the School of Hotel and Tourism Management and Department of Marketing at the Chinese University of Hong Kong (CUHK) Business School.

While researchers found that storytelling in tourism could stimulate purchase intentions, little is known about how specific themes, such as romance, can actually impact tourists’ spending behaviour. “We focus on examining the effect of romantic themes, which are commonly used in destination storytelling and marketing,” she says.

Professor Wan, together with Luo Xiaoyan of Sun Yat-Sen University and Liu Xing of University of Macau, explored the effect of exposure to romance-themed attractions on tourists’ impulsive buying in their latest research titled Harnessing romance: The effect of exposure to romance-themed attractions on tourists’ impulsive buying.

The team also delved deeper into the underlying mechanisms behind such behaviours: Why can romance-themed storytelling lead to impulsive buying? Drawing on recent studies, they assumed that travellers have an internalised belief that “romance is uncontrollable.”

The role of personal control

To test their hypothesis, Professor Wan and the team conducted three studies involving 820 participants recruited from a crowdsourcing platform, Amazon Mechanical Turk. The first study aims to examine the impact of exposure to romance-themed storytelling on impulsive buying, in which 210 participants were randomly assigned to one of the two conditions.

In the romantic condition, participants were shown pictures of a medieval bridge with a lifelong love story. On the contrary, participants in the non-romantic condition were told a story about friendship related to the bridge. As expected, the results revealed that participants exposed to romance-themed attractions were more likely to make impulsive purchases compared to those under the non-romantic condition.

In study 2, the team recruited 270 participants to test whether the perception of personal control would affect impulsive buying behaviour. “Impulsive buying is a manifestation of individuals’ personal control over themselves, and a low sense of personal control could induce impulsive behaviour,” says Professor Wan.

Similar to study 1, participants were invited to watch either a romance-themed or non-romance-themed video. The researchers explored participants’ tendency towards impulsive buying and measured their perceptions of personal control using a series of crafted questions. The findings showed that participants under the romantic condition felt more “uncontrollable”.

“Tourists’ exposure to romance-themed storytelling influenced their propensity for impulsive buying through their perception of personal control,” Professor concludes.

Then why do tourists experience a lower sense of personal control when exposed to romance-themed storytelling? Professor Wan attributed it to the lay belief, which refers to a mental shortcut to simplify the rational decision-making process, to the notion that “romance is uncontrollable.” As the idea of romance is uncontrollable has long been embedded in our daily language, literature and deeply ingrained in modern culture, it naturally emerges when travellers visit a romance-themed tourist attraction.

Colours elicit diverse consumer responses

Colour plays a vital role in designing and promoting tourist attractions as it can trigger emotional and behavioural reactions. In study 3, Professor Wan and the team explored how red and blue colours are associated with tourists’ purchase behaviours, as widely studied in tourism literature.

Previous research suggest that blue often encourages approach behaviour, while red evokes avoidance motivation. For example, tourists prefer staying in a blue-painted hotel room over a red one because blue evokes positive feelings.

Consistent with such findings, Professor Wan and her team found that participants in the romantic condition showed a higher tendency to engage in impulsive buying when the story was presented in blue compared to red. She explains that red is often linked with risks and mistakes, while blue is associated with openness and peace.

However, the team didn’t find significant differences when comparing both colours in non-romantic settings.

“The background colour can moderate the relationship between romance-themed storytelling and the tendency to impulsive buying,” Professor Wan says. “When the romantic story was presented on a red background, the positive effect of the romantic theme exposure on the propensity for impulsive buying was mitigated.”

Mitigate unwanted impulsive behaviours

The findings of this research provide valuable insights for industrial practitioners by illustrating the impact of romance-themed storytelling on tourists’ responses. Professor Wan emphasises the importance of themes in presenting the setting of a specific attraction.

“We encourage attractions and destinations to use romance-themed storytelling, as our empirical findings reveal that the mere presence of a romantic theme is strong enough to intuitively activate a lay belief, along with the consequences of that belief for impulsive buying,” she says.

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However, Professor Wan also warns that impulsive tendencies may lead to adverse consequences. For example, travellers with an impulsive mood at a romantic attraction may become careless or prone to accidents.

“We offer findings of practical interest for those who wish to guide tourists in tempting situations,” says Professor Wan. “Romance-themed bars, museums, and heritage destinations could increase their use of red signs to prevent visitors from engaging in impulsive and dysfunctional behaviours.”

Finally, Professor Wan notes that their participants were mostly European American, and the research is primarily based on Western literature. “As culture shapes consumer mindsets and behaviours, future research should explore whether our findings would hold for Asians.”

The post Love is in the air, so are your credit cards first appeared on China Business Knowledge.