Exploring the Meaning of AI-Mediated Travel Planning in the Lived Experiences of Contemporary Travelers

Abstract

The rapid integration of artificial intelligence into digital travel services has transformed how individuals plan and experience tourism in contemporary digital environments. Within this evolving landscape, travelers increasingly engage with automated platforms, yet little is known about the subjective meanings they construct during these interactions. Despite growing research on trust and technology adoption, prior studies offer limited insight into how travelers interpret and emotionally respond to AI-mediated travel planning; therefore, this study asks: How do travelers make sense of their lived experiences when interacting with AI-based digital travel agent services? Using an interpretative phenomenological approach, this study reveals the experiential structures that shape travelers’ engagement with automated travel systems. Through in-depth interviews and systematic interpretative analysis, the findings demonstrate that travelers navigate emotional ambivalence, negotiate trust, and construct perceived value through both cognitive and affective processes, highlighting the complex and relational nature of human–AI interaction. Data were analyzed through a structured IPA procedure involving multiple close readings, initial noting, emergent theme development, cross-case analysis, and the clustering of superordinate themes. These themes emerged through multiple readings of interview transcripts, interpretative coding, and the identification of superordinate meanings grounded in participants’ narratives. The results show that AI-based travel services are experienced not merely as functional tools but as dynamic spaces where travelers balance efficiency with emotional reassurance and contextual understanding. This study advances theoretical and practical knowledge by demonstrating the need for more human-centered and context-sensitive design in AI-driven tourism services.