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

Kim, Myung Ja ; Kang, Sung Eun ; Hall, C. Michael LU ; Kim, Jinok Susanna and Promsivapallop, Pornpisanu (2024) In Current Issues in Tourism
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.

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author
; ; ; and
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
attribute, ChatGPT, complexity theory, sustainable-tourism action, trust
in
Current Issues in Tourism
publisher
Taylor & Francis
external identifiers
  • scopus:85193978148
ISSN
1368-3500
DOI
10.1080/13683500.2024.2355556
language
English
LU publication?
yes
id
5b6c577b-43a6-42b4-969d-f77de59ea561
date added to LUP
2024-06-14 12:48:26
date last changed
2024-06-14 12:48:50
@article{5b6c577b-43a6-42b4-969d-f77de59ea561,
  abstract     = {{<p>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.</p>}},
  author       = {{Kim, Myung Ja and Kang, Sung Eun and Hall, C. Michael and Kim, Jinok Susanna and Promsivapallop, Pornpisanu}},
  issn         = {{1368-3500}},
  keywords     = {{attribute; ChatGPT; complexity theory; sustainable-tourism action; trust}},
  language     = {{eng}},
  publisher    = {{Taylor & Francis}},
  series       = {{Current Issues in Tourism}},
  title        = {{Unveiling the impact of ChatGPT on travel consumer behaviour : exploring trust, attribute, and sustainable-tourism action}},
  url          = {{http://dx.doi.org/10.1080/13683500.2024.2355556}},
  doi          = {{10.1080/13683500.2024.2355556}},
  year         = {{2024}},
}