Halal tourism and ChatGPT: the effect of value co-creation

Purpose Since its inception, ChatGPT has been disruptively transforming how businesses operate along the whole value chain. The tourism sector is no exception from these technological advances. The purpose of this study is to explore halal tourism and ChatGPT. The study also examines the value co-creation moderating effect on those relationships. Design/methodology/approach The target population for this study was Muslim travelers who previously used technology (website/app) to plan their holiday abroad. An online survey questionnaire created with Google Forms was distributed via a panel company (iPanel). In total, 370 eligible responses were received. This study applied partial least squares structural equation modeling for data analysis. Findings The findings demonstrate that both customization and information quality have a direct impact on halal tourism behavior. Additionally, the results also indicate that personalization and responsiveness lead to positive halal tourism behavior. Moreover, value co-creation plays a moderating mechanism in this relationship. Originality/value To the best of the authors’ knowledge, this paper is the first of its kind to highlight the impact of perceived experience with artificial intelligence ChatGPT on its extensive use in scientific research and academic work. Furthermore, the possible role of value co-creation as a moderating variable was overlooked in past research.