Author(s): Neetima Agarwal, Neha Sharma and Mohd Naved
Tourism Industry has moved to a customer-centric approach from a firm-centric. In its continuous quest for value creation and delivery, AIVA has been adopted for reconfiguring customer expectations and experience. Building on the Integrated framework of UTAUT2 and HMSAM, the study has investigated the Actual Adoption of AIVA services by Generation Z using SEM- PLS 4. The paper has investigated the effect of the actual adoption of AIVA services. The findings suggest that Anthropomorphism has an insignificant impact on the “Actual Adoption” of AIVA. The effect on “Actual Adoption” is amplified when a serial mediation exists due to the Perceived Responsiveness and Perceived Hedonic Value. This study is one of the few empirical investigations relating to AIVA and its Actual Adoption in the Tourism Industry.