Cong Doanh Duong, Thanh Hieu Nguyen, Thi Viet Nga Ngo, Thi Thu Phuong Pham, Anh Trong Vu, Ngoc Su Dang
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Using generative artificial intelligence (ChatGPT) for travel purposes: parasocial interaction and tourists’ continuance intention
Purpose
This study aims to investigate what drives tourists to continue using ChatGPT for travel purposes. This study focuses on the impact of parasocial interaction on tourists’ intention to continue using ChatGPT. It also examines how satisfaction mediates this relationship and the role of technology anxiety as a moderating factor.
Design/methodology/approach
Using a sample of 606 tourists in popular Vietnamese tourist destinations, this study used the SPSS PROCESS macro (Model 4 and Model 14) to estimate the research model.
Findings
The study found that tourists’ satisfaction and parasocial interactions positively influenced their intention to continue using ChatGPT for travel purposes. The tourists’ satisfaction was found to play a partial role in mediating the relationship between parasocial interactions and their intention to continue using ChatGPT. Technology anxiety was found to be a negative moderator of the direct effect of satisfaction and the indirect impact of parasocial interaction on this intention.
Originality/value
This study stands out as a pioneering exploration into the novel intersection of parasocial interaction, satisfaction, and technology anxiety and their influence on tourists’ intention to persist with using ChatGPT for travel-related purposes.
期刊介绍：
Tourism Review (TR) holds the distinction of being the longest-established journal focused on tourism issues, pioneering cutting-edge research since 1947. Our mission is to deepen the comprehension of tourism and elevate the impact and significance of tourism research on global society.
TR publishes a wide spectrum of contributions including research papers, systematic literature reviews (state of the art), short interventions (perspective papers), and research innovations (cutting edge), fostering continuous advancement in the field.
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