{"title":"Is ChatGPT the right technology for service individualization and value co-creation? evidence from the travel industry","authors":"Mahmut Demir, Sirvan Sen Demir","doi":"10.1080/10548408.2023.2255884","DOIUrl":null,"url":null,"abstract":"ABSTRACT This paper aims to outline the influences of ChatGPT on service individualization and service value co-creation in the travel industry. Data were collected from managers and experts of travel agencies in Turkey. Hypotheses were tested via the independent sample t-tests, enter regression analysis, and the bootstrapping approach. It is found that ChatGPT empowered service individualization and internalizing information, which in turn positively impacts service value co-creation. The study also finds that ChatGPT has a significant moderating impact on the relationship between internalizing information and service individualization as well as on the relationship between service individualization and service value co-creation.","PeriodicalId":48309,"journal":{"name":"Journal of Travel & Tourism Marketing","volume":"40 1","pages":"383 - 398"},"PeriodicalIF":8.2000,"publicationDate":"2023-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Travel & Tourism Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/10548408.2023.2255884","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 1
Abstract
ABSTRACT This paper aims to outline the influences of ChatGPT on service individualization and service value co-creation in the travel industry. Data were collected from managers and experts of travel agencies in Turkey. Hypotheses were tested via the independent sample t-tests, enter regression analysis, and the bootstrapping approach. It is found that ChatGPT empowered service individualization and internalizing information, which in turn positively impacts service value co-creation. The study also finds that ChatGPT has a significant moderating impact on the relationship between internalizing information and service individualization as well as on the relationship between service individualization and service value co-creation.
期刊介绍：
The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.
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