Adoption of ChatGPT for Travel
Abstract
ChatGPT, a user-based technology, has gained popularity in the tourism industry due to its human-like interaction capabilities. This study investigates the adoption of ChatGPT for travel and aims to address these gaps by integrating the extended technology acceptance model, the theory of planned behaviour, and word of mouth into a comprehensive model. The data were collected from ChatGPT users for travel, using an online questionnaire. Structural equation modelling was applied to the proposed model. The direct and indirect effects between perceived usefulness, perceived ease of use, attitude, behavioural intention, subjective norm, trust, and word of mouth were identified.
Fields of Study & Subjects
AI in Service Interactions
Artificial Intelligence in Healthcare and Education
Technology Adoption and User Behaviour
Publication details
- Journal / source
- Tourism
- Publisher
- Institute for Tourism
- Volume
- 74
- Issue
- 2
- Pages
- 176–191
- Publication date
- 14 April 2026
- Language
- EN