Substitute or Complement? How GenAI Itinerary Planning Shapes Travellers’ Intention to Purchase Agency Tour Packages

It includes screening information used to determine respondent eligibility, such as age, recent or planned leisure-travel experience, and familiarity with GenAI tools. After applying the screening criteria, 553 responses were retained as valid for the final analysis, while 84 responses were excluded.

The dataset captures respondents’ experience with GenAI for travel planning, prior use of travel-agency tour packages, and key demographic characteristics such as age, gender, education, employment status, and leisure-travel frequency. It also contains item-level responses for seven constructs used in the research model: Perceived GenAI Itinerary Planning Capability, Perceived Itinerary Personalization, Trust in AI-Generated Itinerary, Perceived Self-Booking Hassle, Intention to Purchase Agency Tour Packages, Need for Human Interaction, and Time Pressure.