The transformative potential of AI voice assistants as virtual travel companions
Wenxin Gong, Joanne Yu · Current Issues in Tourism · 2025
This study investigates the application of artificial intelligence (AI) voice assistants as virtual companions in tourism. Drawing on virtual companion theory and the value-based adoption model, an integrated framework was developed to examine the relationships among anthropomorphism, perceived value, travel companion connectivity, emotional attachment, and travel intention. The study innovatively introduces travel preference (solo/group) as a moderating variable to reveal differences in acceptance mechanisms of AI voice assistants among diverse traveller types. PLS-SEM analysis of 284 valid responses demonstrates that anthropomorphism affects travel intention through multiple pathways. Multi-group analysis further showed that solo travellers exhibit stronger responses to anthropomorphic features. Essentially, these findings extend virtual companion theory in the tourism context and offer new perspectives on user heterogeneity in technology acceptance. On a practical side, this study provides insights on the design of voice-based virtual companions and personalisation of tourism service.