Exploring Behavioral Determinants of Consumers’ Adoption of ChatGPT in Travel Services: An Integrated Model of Perception and Anthropomorphism
DOI:
https://doi.org/10.63468/sshrr.262Keywords:
ChatGPT; Tourism; Hospitality; Service Quality; Perceived Usefulness; Ease of Use; Anthropomorphism; Adoption Intention; Actual UsageAbstract
This study uses the Task–Technology Fit (TTF) framework to examine how perceived usefulness, ease of use, service quality, and anthropomorphism shape tourists’ intentions to adopt ChatGPT and how these intentions translate into actual usage. A total of 431 valid responses were collected from tourists, and structural equation modeling was performed using SPSS Amos 24.0 and SPSS 23.0. The results show that all four factors significantly affect tourists’ adoption intentions, which in turn strongly predict their actual use of ChatGPT for travel information. The study highlights practical implications for travel service providers, emphasizing the importance of building trust and promoting ChatGPT’s functional and social attributes to enhance user engagement. Additionally, the research extends TTF by integrating perceived intelligence, credibility, warmth, and communication speed as determinants of trust in ChatGPT, offering a more comprehensive understanding of AI adoption in tourism.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Dr. Muhammad Amin, Dr. Noheed Khan, Asma Sabir
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All articles published in the Social Sciences & Humanity Research Review (SSHRR) remain the copyright of their respective authors. SSHRR publishes content under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which allows readers to freely share, copy, adapt, and build upon the work in any medium or format, provided proper credit is given to both the authors and the journal.
Third‑party materials included in the articles are subject to their own copyright and must be properly attributed. The journal reserves the right to host, distribute, and preserve all published content to ensure long‑term access and integrity.
