Antecedents and consequences of travelers' trust towards personalized travel recommendations offered by ChatGPT

Ali F., Yasar B., Ali L., Doğan S.

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, vol.114, 2023 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 114
  • Publication Date: 2023
  • Doi Number: 10.1016/j.ijhm.2023.103588
  • Journal Name: INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, CAB Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Psycinfo, Veterinary Science Database
  • Ondokuz Mayıs University Affiliated: No

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 behav-ioral 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.