This research explores users’ preferences for human versus Generative Artificial Intelligence at specific stages of the information search process. Through three experiments, we investigate how the source of recommendation – Generative Artificial Intelligence versus Human—shapes user perceptions, intentions, and behaviors. Study 1 shows users favor human providers in terms of perceived information quality, usage intention, and advocacy intentions. Study 2 demonstrates that this preference exists only in pre-visit stages, with no differences for on-site information search (except in willingness to follow recommendations). Study 3 shows that participants are more likely to post positive reviews about human providers pre-visit, with no difference on-site. While previous research has conceptually explored ChatGPT’s role in travel decision-making, our empirical evidence shows that acceptance and advocacy toward Generative Artificial Intelligence technologies shift according to the travel stage, providing valuable insights for tourism information providers.
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