Heesup Han, Seongseop (Sam) Kim, Tadesse Bekele Hailu, Amr Al-Ansi, Sandra Maria Correia Loureiro, Jinkyung Jenny Kim
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Determinants of approach behavior for ChatGPT and their configurational influence in the hospitality and tourism sector: a cumulative prospect theory
Purpose
This research paper aims to explore the concerns and determinants of travelers’ behavior toward ChatGPT in the hospitality and tourism context. It also examines the weight of risk factors versus that of motivation and innovation characteristics influencing travelers’ approach behaviors toward ChatGPT.
Design/methodology/approach
A cumulative prospect theory was used to determine travelers’ responses to ChatGPT. This study, using a fuzzy-set qualitative approach, explored risk, motivation and innovation factors as determinants of approach behaviors for ChatGPT.
Findings
Findings revealed that risk, motivation and innovation factors were the key triggers of approach behaviors for ChatGPT. An intricate combination effect of the perceived risk, motivation and innovation characteristics was found, and the necessary predictors were determined.
Practical implications
The findings of this study will expand our current knowledge and offer practical insights for the development of ChatGPT in the hospitality and tourism sector.
Originality/value
This study makes a significant contribution to the existing literature by providing a nuanced understanding of the intricate interplay between the various factors that shape customer behavior in the context of technology adoption in hospitality and tourism studies.
期刊介绍：
The International Journal of Contemporary Hospitality Management serves as a conduit for disseminating the latest developments and innovative insights into the management of hospitality and tourism businesses globally. The journal publishes peer-reviewed papers that comprehensively address issues pertinent to strategic management, operations, marketing, finance, and HR management in the field of hospitality and tourism.
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