Tourists’ behavioural intentions to use ChatGPT for tour route planning: an extended TAM model including rational and emotional factors

ABSTRACT

This study incorporates perceived coolness and perceived enjoyment as emotional factors into Technology Acceptance Model (TAM), which traditionally focuses on rational factors, to comprehensively understand how tourists develop usage intentions of ChatGPT for tour route planning. Structural equation modeling was utilized to analyse 491 online questionnaires. Findings support that perceived information quality is an antecedent factor of perceived ease of use and perceived usefulness. Consequently, perceived ease of use and perceived usefulness significantly influence tourists’ attitudes towards using ChatGPT for tour route planning, while perceived usefulness directly influences tourists’ behavioural intentions regarding ChatGPT usage. Moreover, perceived coolness directly affects tourists’ attitudes towards ChatGPT usage and indirectly affects their behavioural intentions through perceived enjoyment and attitudes. The primary contribution of this research lies in the integration of perceived coolness and perceived enjoyment into the traditional TAM, thus establishing a new rational-emotional extended TAM framework. This advancement provides a more comprehensive understanding of tourists’ adoption of generative AI tools such as ChatGPT for tour route planning.

KEYWORDS:

• ChatGPT
• tour route planning
• technology acceptance model
• perceived coolness
• perceived enjoyment

Acknowledgements

The authors express their gratitude to the anonymous reviewers for their invaluable suggestions.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability

Data is available upon request.

Additional information

Funding

This work was supported by the Social Science Planning and Research Project of Shandong Province under [grant number: 23DGLJ03].