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Research Letter

Unveiling the impact of ChatGPT on travel consumer behaviour: exploring trust, attribute, and sustainable-tourism action

Myung Ja Kima Faculty of Hospitality and Tourism, Prince of Songkla University, Phuket, Thailand;b College of Hotel & Tourism Management, Kyung Hee University, Seoul, Republic of KoreaORCID Iconhttps://orcid.org/0000-0002-8077-8503
ORCID Icon,
Sung-Eun Kangc Smart Tourism Research Center, Kyung Hee University, Seoul, Republic of KoreaORCID Iconhttps://orcid.org/0000-0001-6328-1370
ORCID Icon,
C. Michael Hallb College of Hotel & Tourism Management, Kyung Hee University, Seoul, Republic of Korea;d Department of Management, Marketing, and Tourism, University of Canterbury, Christchurch, New Zealand;e Geography Research Unit, University of Oulu, Oulu, Finland;f School of Business and Economics, Linneaus University, Kalmar, Sweden;g Department of Service Management and Service Studies, Lund University, Helsingborg, Sweden;h CRiC, Taylor’s University, Kuala Lumpur, MalaysiaORCID Iconhttps://orcid.org/0000-0002-7734-4587
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Jinok Susanna Kimi Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, Macau SAR, People’s Republic of ChinaCorrespondence[email protected] [email protected]
ORCID Iconhttps://orcid.org/0000-0002-1773-5893
ORCID Icon &
Pornpisanu Promsivapallopa Faculty of Hospitality and Tourism, Prince of Songkla University, Phuket, ThailandORCID Iconhttps://orcid.org/0000-0002-2767-2179
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Received 22 Apr 2024, Accepted 11 May 2024, Published online: 23 May 2024
 
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ABSTRACT

This study examines the influence of ChatGPT on tourist behaviour using complexity theory. Factors such as media richness, anthropomorphism, trust in ChatGPT, and trust in online travel agencies are investigated to understand their effects on purchasing intentions and word-of-mouth, along with a moderator of sustainable-tourism action (practice). Results revealed the relationships among the variables, highlighting the crucial role of trust in shaping consumer behaviour. A comparison between high and low levels of sustainable-tourism practice groups provides further insights. The study discusses implications for the travel industry, emphasising the importance of leveraging ChatGPT to enhance tourist trust and sustainable actions.

Acknowledgements

The authors thank Mr. Chanho Chung, Ms. Yunkyoung Jo, Mr. Minseong Kim, and Ms. Naim Kim for their thoughtful advice on refining the survey instrument.

Disclosure statement

No potential conflict of interest was reported by the authors.

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