FACTORS INFLUENCING BEHAVIORAL INTENTION TO USE ARTIFICIAL INTELLIGENCE IN LEARNING: A STUDY OF TOURISM STUDENTS

Abstract

This study aims to identify the factors influencing the behavioral intention to use artificial intelligence in learning among tourism students at Danang Architecture University, employing an integrated model of the Theory of Planned Behavior and the Technology Acceptance Model. To address this objective, a quantitative, cross-sectional survey was conducted with 284 tourism students, and the collected data were analyzed using structural equation modeling. The analysis revealed that the proposed model explains 50.4% of the variance in the intention to use. Specifically, perceived behavioral control emerged as the most significant positive predictor (standardized regression weight = 0.356), followed by attitude (standardized regression weight = 0.165). Notably, the influence of subjective norm was found to be statistically insignificant. Furthermore, attitude was positively influenced by both perceived usefulness and perceived ease of use. The study concludes that to effectively promote the adoption of artificial intelligence, educational institutions should prioritize strategies aimed at enhancing students' confidence, practical competence, and fostering positive attitudes toward the technology.