Samenvatting

Generative AI (Gen AI) has been rapidly changing the tourism industry, not only globally but also in Vietnam, and especially in the context of Gen Z travelers changing the future of the tourism industry as they are digital natives and are already using Generative AI (Gen AI) for travel purposes. In addition, Gen AI in tourism is increasingly used as a personal assistant, providing information and suggestions that influence decision-making. This study used quantitative and explanatory approaches to explore and present a comprehensive picture of the level of trust in Gen AI among Gen Z tourists in Vietnam for decision-making. Data collected from 288 valid respondents indicated that characteristics of Gen AI, including information quality, personalization, and interactivity, positively influence the perceptions of Gen Z tourists in Vietnam including perceived usefulness, perceived ease of use, and perceived reliability, leading to a positive impact on the level of trust in Gen AI for decision-making in Vietnamese tourism. The research result shows that when Gen Z in Vietnam uses Generative AI (Gen AI) like ChatGPT, Gemini perceives the information quality as good, personalized, and easy to interact with, leading them to perceive Gen AI as useful, easy to use, and thus increase their trust in Gen AI for decision-making in tourism.