Antecedents and Consequences of Travelers' Trust towards Personalized Travel Recommendations Offered by ChatGPT
Document Type
Article
Publication Date
2023
Abstract
This study examines the influence of relevance, credibility, usefulness, and intelligence of the personalized travel recommendation offered by ChatGPT on travelers' trust and behavioral intentions. First, a lay theory study was conducted to test travelers’ intuitive beliefs by collecting data from 102 panelists recruited on Prolific. The second study was based on the data collected from 344 respondents via Amazon MTurk. Findings indicated that ChatGPT personalized travel recommendation’s relevance, credibility, usefulness, and intelligence significantly positively influence perceived trust. Moreover, perceived trust has a significantly positive influence on behavioral intentions. It is the first study that has focused on travelers' interaction with ChatGPT by integrating the affordance-actualization theory and the model of ad credibility. Practical implications and relevant future research suggestions are also provided.
Digital Object Identifier (DOI)
https://doi.org/10.1016/j.ijhm.2023.103588
Citation / Publisher Attribution
International Journal of Hospitality Management, v. 114, art. 103588
Scholar Commons Citation
Ali, Faizan; Yasar, Buket; Ali, Laiba; and Dogan, Seden, "Antecedents and Consequences of Travelers' Trust towards Personalized Travel Recommendations Offered by ChatGPT" (2023). School of Hospitality and Tourism Management Faculty Publications. 2.
https://digitalcommons.usf.edu/hft_facpub/2
Was this content written or created while at USF?
Yes
