Hello! How Can I Help You? Role of Technology Appetite on <scp>AI</scp> Adoption in the Post‐Pandemic Era

ABSTRACT Artificial intelligence (AI) has revolutionized many industries, particularly tourism. Using the diffusion of innovation theory, value‐based adoption model, and technology readiness theory, this study examines AI adoption through perceived enjoyment, perceived usefulness, perceived fees, and technicality on perceived value in the tour, travel, and hospitality sectors. Data were analyzed using PLS‐SEM via SMARTPLS version 3.3.9, and an artificial neural network (ANN). The findings show that perceived fees and usefulness significantly impact perceived value. Travelers are more likely to value AI services if they perceive reasonable fees and enhanced search performance, leading to increased adoption intention. The study revealed that perceived enjoyment and technicality are not primary drivers of perceived value, underscoring the importance of pricing, perceived benefits, convenience, and cost‐effectiveness in promoting tourism offerings to enhance AI service value perception. In addition, the high perceived value of benefits, convenience, and cost‐effectiveness encourages AI adoption. The moderation effect of age and perceived innovativeness indicates a strong relationship between PV and AI adoption intentions among Gen Z.