A Hybrid AI–SEMPLS Model for Digital Visualization Acceptance in Blue Tourism: Evidence from Lampung Province
DOI:
https://doi.org/10.26877/asset.v8i2.2909Keywords:
Artificial Intelligence, Digital Visualization, SEM-PLS, technology acceptance, blue tourismAbstract
Blue tourism destinations often lack advanced digital tools capable of providing real-time, AI-driven visualization and user-centered information services. This study addresses this gap by developing JELAMBU, an AI-enabled digital visualization platform, and by evaluating user acceptance through a hybrid SEMPLS models. The research aims to: (i) design and implement an AI-based system that combines chatbot interaction, realtime sentiment analytics, and digital visualization; and (ii) examine the determinants of tourists’ intention to adopt AI-enabled e-tourism technologies. A structured questionnaire was administered to 467 visitors of destinations, and 16 hypotheses were tested. The results show that platform design, facilitating conditions, AI technology, perceived ease of use, perceived usefulness, social influence, service quality, trust, and risk perception significantly shape intention to use, whereas information quality, perceived benefits, and performance expectancy do not show significant effects. The model demonstrates substantial predictive power (R² = 0.703), strong effect sizes (f² > 0.225), and acceptable fit (SRMR = 0.084). These findings highlight the pivotal role of design and system conditions in AI-driven tourism platforms and provide practical guidance for developers and policymakers in strengthening digital visualization, personalization features, and sustainable blue tourism management. Future studies may extend this framework to multi-regional settings or longitudinal adoption scenarios.
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