This study explores tourist adoption of ChatGPT-powered digital itineraries. It investigates the factors influencing their intention to use these AI-driven travel planning applications by building upon the Unified Theory of Acceptance and Use of Technology (UTAUT) and incorporating experiential consumption theory, specifically focusing on utilitarian and hedonic values.
This research surveyed 384 travelers who use mobile applications like ChatGPT for tourism, employing an online survey and purposive sampling. PLS-SEM was used for data analysis.
The results confirmed a significant relationship between the intention to adopt ChatGPT’s digitalized itinerary and all UTAUT dimensions, with the exception of the facilitating condition. Both the hedonic and utilitarian values of personal consumption significantly motivate travelers in their behavioral intention to adopt ChatGPT’s digitalized itinerary.
This study advises AI travel tool developers and marketers to prioritize both utilitarian and hedonic values, such as AR integration, and user-friendly interfaces. Social influence should be leveraged through in-app sharing and communities. Ethical considerations, including data privacy and algorithmic fairness, are crucial, along with adherence to data protection laws.
This study investigates how travelers adopt AI-generated digital itineraries (like those from ChatGPT), filling a gap in research that often focuses on general smart travel app adoption. It develops a new model to explain user intentions, providing novel insights into this growing trend.
