Project Background項目背景
Artificial intelligence is rapidly reshaping consumer decision-making and creating new opportunities for the tourism and hospitality industry to address sustainability challenges. This project examines how AI nudging affects sustainable consumption in Hong Kong’s tourism and hospitality sector, with attention to its effectiveness, mechanisms, and boundaries compared with traditional nudging approaches.
The research focuses on the dual effects of AI nudging. On one hand, personalised and context-aware recommendations may increase perceived relevance and encourage greener choices. On the other hand, nudges may backfire when consumers feel their autonomy is constrained, when algorithmic intentions are unclear, or when business interests appear to override consumer goals.
Through empirical studies, the project aims to provide evidence-based insights for policymakers, industry practitioners, and the public, supporting AI nudging strategies that are effective, transparent, and respectful of consumer autonomy.
人工智能正快速重塑消費者決策，亦為旅遊及酒店業回應可持續發展挑戰帶來新的可能。本項目聚焦於人工智能助推如何影響香港旅遊及酒店業中的可持續消費行為，並探討其相較於傳統助推方式的成效、作用機制與適用邊界。
研究特別關注人工智能助推的「雙重效應」：一方面，個人化及情境化的建議可能提升消費者對可持續選項的相關性感知，從而促進綠色選擇；另一方面，若消費者感到自主性受限、演算法目的不透明，或企業利益凌駕個人利益，助推亦可能引發反感或降低信任。
透過實證研究，本項目旨在為政策制定者、業界及公眾提供以證據為本的見解，協助設計更有效、透明並尊重消費者自主權的人工智能助推策略。