人工智慧助理在旅遊業的應用，包括提供即時、快速、便利、精準的旅遊資訊服務，不論是行前旅程的規畫安排，或是旅途中的諮詢服務，甚至是緊急協助，對自助旅遊的遊客而言，都是重要的服務，對旅遊業者而言，更是充滿商機的數據資料庫。本研究以計畫行為理論為架構，加入目的地意象、知覺確定性及體驗價值的前因變數，探討導入人工智慧助理對自助旅遊之態度及行為的影響因素。
研究結果顯示，目的地意象對於主觀規範有顯著正向影響；知覺確定性顯著正向影響主觀規範及行為知覺控制；體驗價值會顯著正向影響態度及行為知覺控制；同時，計畫行為理論中的態度、主觀規範及行為知覺控制皆顯著正向影響行為意圖。總結來說，在人工智慧助理的協助下，自助旅遊的遊客對於目的地意象、知覺確定性及體驗價值的認知會影響遊客對自助旅遊的態度、主觀規範及行為知覺控制，進而影響遊客對自助旅遊的行為意圖。

The applications of artificial intelligence assistants in the tourism industry are providing instant, fast, convenient and accurate travel information services, whether it is planning arrangements for pre-departure journeys, or consulting services on the road, or even emergency assistance. For tourists, it is an important service. For the tourism industry, it is a database of business opportunities. Based on the theory of planning behavior (TPB), this study adds the antecedent variables of destination image, perceptual certainty and experience value, and discusses the factors to influence the attitude and behavior of artificial intelligence assistants to independent travel.
The results show that the destination image has a significant positive impact on subjective norms. Perceptual certainty significantly positively affects subjective norms and perceptual behavioral control. Experience value significantly positively affects attitude and perceptual behavioral control.　Further, in the theory of planning behavior, Attitude, subjective norms and perceptual behavioral control significantly positively influence behavioral intentions. In summary, with the help of the artificial intelligence assistant, the self-tourism tourists' perception of the destination image, perception certainty and experience value will affect the tourists' attitude towards independent travel, subjective norms and perceptual behavior control, thus affect the tourists’ behavioral intention to independent travel.

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