Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example
This study takes TripGenie, an intelligent travel chatbot jointly developed by Trip.com (affiliated with Ctrip) and Microsoft, as a case study. Combined with the core framework of the Unified Theory of Acceptance and Use of Technology (UTAUT), it systematically analyzes the adoption logic and applic...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English English |
| Published: |
INTI International University
2025
|
| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/2176/ http://eprints.intimal.edu.my/2176/1/joit2025_10.pdf http://eprints.intimal.edu.my/2176/2/725 |
| _version_ | 1848766985066774528 |
|---|---|
| author | Sun, Dongshuo Leong, Wai Yie |
| author_facet | Sun, Dongshuo Leong, Wai Yie |
| author_sort | Sun, Dongshuo |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | This study takes TripGenie, an intelligent travel chatbot jointly developed by Trip.com (affiliated with Ctrip) and Microsoft, as a case study. Combined with the core framework of the Unified Theory of Acceptance and Use of Technology (UTAUT), it systematically analyzes the adoption logic and application value of Generative Artificial Intelligence (GenAI) in the tourism industry. The research findings indicate that the successful adoption of TripGenie stems from its accurate matching of the performance needs of both users and enterprises, reduction of technical usage thresholds, diffusion relying on industry demonstration effects, and formation of enabling conditions through the integration of resources from both parties. Ultimately, it achieves the upgrading of user experience, business growth, and optimization of operational efficiency |
| first_indexed | 2025-11-14T11:59:50Z |
| format | Article |
| id | intimal-2176 |
| institution | INTI International University |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-14T11:59:50Z |
| publishDate | 2025 |
| publisher | INTI International University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-21762025-09-20T03:54:41Z http://eprints.intimal.edu.my/2176/ Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example Sun, Dongshuo Leong, Wai Yie GV Recreation Leisure QA75 Electronic computers. Computer science T Technology (General) This study takes TripGenie, an intelligent travel chatbot jointly developed by Trip.com (affiliated with Ctrip) and Microsoft, as a case study. Combined with the core framework of the Unified Theory of Acceptance and Use of Technology (UTAUT), it systematically analyzes the adoption logic and application value of Generative Artificial Intelligence (GenAI) in the tourism industry. The research findings indicate that the successful adoption of TripGenie stems from its accurate matching of the performance needs of both users and enterprises, reduction of technical usage thresholds, diffusion relying on industry demonstration effects, and formation of enabling conditions through the integration of resources from both parties. Ultimately, it achieves the upgrading of user experience, business growth, and optimization of operational efficiency INTI International University 2025-09 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/2176/1/joit2025_10.pdf text en cc_by_4 http://eprints.intimal.edu.my/2176/2/725 Sun, Dongshuo and Leong, Wai Yie (2025) Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example. Journal of Innovation and Technology, 2025 (10). pp. 1-10. ISSN 2805-5179 http://ipublishing.intimal.edu.my/joint.html |
| spellingShingle | GV Recreation Leisure QA75 Electronic computers. Computer science T Technology (General) Sun, Dongshuo Leong, Wai Yie Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example |
| title | Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example |
| title_full | Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example |
| title_fullStr | Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example |
| title_full_unstemmed | Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example |
| title_short | Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example |
| title_sort | case analysis of generative ai adoption and application based on the utaut theory: taking ctrip's tripgenie intelligent travel chatbot as an example |
| topic | GV Recreation Leisure QA75 Electronic computers. Computer science T Technology (General) |
| url | http://eprints.intimal.edu.my/2176/ http://eprints.intimal.edu.my/2176/ http://eprints.intimal.edu.my/2176/1/joit2025_10.pdf http://eprints.intimal.edu.my/2176/2/725 |