Customer word-of-mouth for generative AI: Innovation and adoption in hospitality and tourism

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-12-17 DOI:10.1016/j.ijhm.2024.104070

Pipatpong Fakfare , Noppadol Manosuthi , Jin-Soo Lee , Heesup Han , Minkyoung Jin

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引用次数: 0

Abstract

Generative artificial intelligence (AI), such as ChatGPT, is increasingly utilized to facilitate decision-making processes in various aspects of our lives, including travel activities. Despite its growing adoption in the travel service industry, a research gap focusing on the innovation characteristics of ChatGPT, customer adoption, and word-of-mouth (WOM) remains. By utilizing stringent methodologies through variable- and case-based approaches, this study explores the influence of ChatGPT innovation characteristics and customer adoption factors in inducing WOM. The formal set-theoretic approach further explores the intersections between the empirical model, theory, and outcome (WOM). The results provide novel insights into customer WOM for generative AI, examining whether innovation attributes, such as relative benefits, complexity and compatibility, and/or states of customer adoption factors -- particularly in terms of cognitive, affective, and behavioral response individually or in combination -- contribute to WOM, thereby leading to theoretical and practical implications in the hospitality and tourism industry.

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生成式人工智能的客户口碑：酒店和旅游业的创新和采用

像ChatGPT这样的生成式人工智能（AI）越来越多地用于促进我们生活各个方面的决策过程，包括旅行活动。尽管ChatGPT在旅游服务行业的应用越来越多，但在ChatGPT的创新特征、客户采用和口碑（口碑）方面的研究差距仍然存在。本研究采用严格的方法，通过变量和基于案例的方法，探讨了ChatGPT创新特征和客户采用因素在诱导口碑中的影响。正式的集合论方法进一步探讨了经验模型、理论和结果（WOM）之间的交集。研究结果为生成式人工智能提供了关于客户口碑的新见解，研究了创新属性（如相对效益、复杂性和兼容性）和/或客户采用因素的状态（特别是在单独或组合的认知、情感和行为反应方面）是否有助于口碑，从而对酒店和旅游业产生理论和实践影响。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.