Using generative artificial intelligence (ChatGPT) for travel purposes: parasocial interaction and tourists’ continuance intention

IF 7.3 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Review Pub Date : 2024-05-28 DOI:10.1108/tr-01-2024-0027

Cong Doanh Duong, Thanh Hieu Nguyen, Thi Viet Nga Ngo, Thi Thu Phuong Pham, Anh Trong Vu, Ngoc Su Dang

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引用次数: 0

Abstract

Purpose

This study aims to investigate what drives tourists to continue using ChatGPT for travel purposes. This study focuses on the impact of parasocial interaction on tourists’ intention to continue using ChatGPT. It also examines how satisfaction mediates this relationship and the role of technology anxiety as a moderating factor.

Design/methodology/approach

Using a sample of 606 tourists in popular Vietnamese tourist destinations, this study used the SPSS PROCESS macro (Model 4 and Model 14) to estimate the research model.

Findings

The study found that tourists’ satisfaction and parasocial interactions positively influenced their intention to continue using ChatGPT for travel purposes. The tourists’ satisfaction was found to play a partial role in mediating the relationship between parasocial interactions and their intention to continue using ChatGPT. Technology anxiety was found to be a negative moderator of the direct effect of satisfaction and the indirect impact of parasocial interaction on this intention.

Originality/value

This study stands out as a pioneering exploration into the novel intersection of parasocial interaction, satisfaction, and technology anxiety and their influence on tourists’ intention to persist with using ChatGPT for travel-related purposes.

查看原文本刊更多论文

将生成式人工智能（ChatGPT）用于旅游目的：寄生社会互动与游客的继续旅游意向

目的本研究旨在探究是什么促使游客继续使用 ChatGPT 进行旅游。本研究重点关注寄生社交互动对游客继续使用 ChatGPT 的意愿的影响。本研究使用 SPSS PROCESS 宏（模型 4 和模型 14）对研究模型进行了估计。研究结果本研究发现，游客的满意度和寄生互动对他们继续使用 ChatGPT 进行旅游的意愿产生了积极影响。研究发现，游客的满意度在一定程度上起到了中介寄生社会互动与游客继续使用 ChatGPT 的意愿之间关系的作用。研究发现，技术焦虑是满意度的直接影响和寄生社交互动对这一意向的间接影响的负调节因素。原创性/价值本研究是对寄生社交互动、满意度和技术焦虑的新交叉点及其对游客为旅游目的而持续使用 ChatGPT 的意向的影响的开创性探索。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism Review HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

15.10

自引率

10.30%

发文量

期刊介绍： Tourism Review (TR) holds the distinction of being the longest-established journal focused on tourism issues, pioneering cutting-edge research since 1947. Our mission is to deepen the comprehension of tourism and elevate the impact and significance of tourism research on global society. TR publishes a wide spectrum of contributions including research papers, systematic literature reviews (state of the art), short interventions (perspective papers), and research innovations (cutting edge), fostering continuous advancement in the field.