Duy Tan University Joins Indonesian and Philippine Researchers to Explore Generative AI in Tourism Decision-Making

An international research collaboration involving Duy Tan University (Vietnam), Politeknik Negeri Bandung (Indonesia), and Joji Ilagan International Schools (the Philippines) is investigating how generative artificial intelligence (GenAI) and online travel agencies (OTAs) contribute to tourists’ travel planning and decision-making.

The project, “From Intention to Decision: Comparing Generative AI and OTAs in Cross-Border Trip Planning across Indonesia, the Philippines and Vietnam”, is conducted under Politeknik Negeri Bandung’s 2026 international research partnership scheme. Led by Dr. Tomy Andrianto, it brings together researchers across three Southeast Asian countries to explore the changing role of digital technology in cross-border tourism.

GenAI tools such as ChatGPT can help travellers develop ideas, personalise itineraries, and compare destinations. However, travel decisions also depend on operational information that can be checked, including prices, availability, transport connections, and booking arrangements. The research therefore examines how tourists combine different sources of information rather than relying on a single platform.

The project uses the Hybrid Decision-Empowerment Model (HDEM), a conceptual framework addressing information quality, perceived personalisation, trust in platforms, innovation resistance, perceived control, decision confidence, and decision commitment. The broader design includes quantitative and qualitative work involving Indonesia, the Philippines, and Vietnam, with a standardised travel-planning scenario for Shanghai and Hangzhou, China.

A related qualitative component conducted in Indonesia involved 21 participants. Its thematic findings indicate that GenAI can provide a personalised scaffold for developing travel plans, while OTAs and other sources are used to verify operational details. Travellers actively move between information sources until they consider the itinerary sufficiently feasible for a decision. These qualitative insights should not be interpreted as final cross-country statistical comparisons.

Research disseminated at ISSAT 2026

An associated paper, “Intention-to-Decision Mechanism: A Hybrid Decision-Empowerment Model of Generative AI in Travel Planning”, was presented at the International Seminar of Science and Applied Technology (ISSAT 2026) at Politeknik Negeri Bandung in October 2026. The presentation received the Best Presenter Award at ISSAT 2026, recognising the research dissemination delivered during the conference. The conference paper has also been accepted for the proceedings.

Another related manuscript, “From Exploration to Verification: How Indonesian Travelers Combine Generative AI and Online Travel Agencies in Planning Trips to China”, has been submitted to the Journal of China Tourism Research and is currently under peer review. Its status is under review, not yet accepted for publication.

Building future research partnerships

This collaboration provides an opportunity to examine how digital travel decision-making differs across Southeast Asian contexts and to share expertise in tourism studies, digital technologies, and research methods. The findings may inform tourism businesses and online travel intermediaries seeking to improve the reliability, relevance, and usability of digital information for travellers.

Looking ahead, the research team plans to extend this collaboration to address emerging industry needs in tourism technologies and halal tourism. The next stage is expected to involve a more diverse network of universities and academic partners, enabling broader comparative perspectives and interdisciplinary contributions. Duy Tan University and its international collaborators aim to develop further joint publications, applied research initiatives, and academic exchanges through this expanding network.

Photo documentation

Selected original photographs from the research dissemination activities.