Determinants of the Usage of ChatGPT in the Tourism and Hospitality Industry: A Model Proposal from the Technology Acceptance Perspective
DOI:
https://doi.org/10.21325/jotags.2024.1398Keywords:
ChatGPT, Artificial Intelligence, Tourism, Model ProposalAbstract
ChatGPT is a generative artificial intelligence technology. It is a technology that is becoming more widely used. This research aimed to identify the determinants of the usage of ChatGPT in the tourism and hospitality industry. For this purpose, a systematic literature review was conducted, and six determinants of ChatGPT usage were identified. These are experience quality, satisfaction, interaction, ethics, reliability, and design features. These determined variables affect the behavioral intention regarding the usage of ChatGPT. Within the scope of the findings, a model for using ChatGPT is proposed from the perspective of the Technology Acceptance Model. Determinants of the use of ChatGPT in the tourism and hospitality industry have been identified. Relevant articles were subjected to thematic analysis and themes were determined. These; quality of experience, satisfaction, interaction, ethics, reliability and design features. In this research, determinants regarding the use of ChatGPT in the tourism and accommodation sector were identified and recommendations were made.
References
Ali, F., Yasar, B., Ali, L., & Dogan, S. (2023). Antecedents and consequences of travelers' trust towards personalized travel recommendations offered by ChatGPT. International Journal of Hospitality Management, 114, 103588.
Badr, M. (2023), “Unleashing the power of AI: the Microsoft and OpenAI partnership”, available at: https://digital.lib.washington.edu/researchworks/handle/1773/49810. [Date of Access: 11.11.2023]
Brandtzaeg, P.B., & Følstad, A. (2017). Why people use chatbots, Proceedings of the 4th International Conference of Internet Science, INSCI 2017, Springer, Thessaloniki, pp. 1-18.
Buhalis, D., O’Connor, P. and Leung, R. (2023). Smart hospitality: from smart cities and smart tourism towards agile business ecosystems in networked destinations, International Journal of Contemporary Hospitality Management, 35 (1), 369-393, doi: 10.1108/IJCHM-04-2022-0497.
Calvillo, M. (2023). How will AI like ChatGPT change the restaurant industry? Hospitality technology, https://hospitalitytech.com/how-will-ai-chatgpt-change-restaurant-industry [Date of Access: 1.11. 2023].
Candello, H. (2017). Typefaces and the perception of humanness in natural language chatbots, Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems, Denver, pp. 3476-3487
Carvalho, I., & Ivanov, S. (2023). ChatGPT for tourism: Applications, benefits and risks. Tourism Review, Volume Ahead-Of-Print No Ahead-Of-Print. https://doi.org/10.1108/TR-02-2023-0088.
Chaturvedi, R., Verma, S., Das, R., & Dwivedi, Y. K. (2023). Social companionship with artificial intelligence: Recent trends and future avenues. Technological Forecasting and Social Change, 193, 122634.
Davis, F. D. (1986). A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results. Doctoral dissertation, Sloan School of Management, Massachusetts Institute of Technology.
Demir, M., & Demir, Ş. Ş. (2023). Is ChatGPT the right technology for service individualization and value co-creation? evidence from the travel industry. Journal of Travel & Tourism Marketing, 40(5), 383-398, https://doi.org/10.1080/10548408.2023.2255884.
Dogru, T., Line, N., Mody, M., Hanks, L., Abbott, J. A., Acikgoz, F., ... & Zhang, T. (2023). Generative artificial intelligence in the hospitality and tourism industry: developing a framework for future research. Journal of Hospitality & Tourism Research, https://doi.org/10.1177/10963480231188663.
Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. L., Jeyaraj, A., Kar, A. K., ... & Wright, R. (2023a). “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy. International Journal of Information Management, 71, 102642.
Dwivedi, Y. K., Pandey, N., Currie, W., & Micu, A. (2023b). Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda. International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-05-2023-0686.
Erul, E., & Işın, A. (2023). ChatGPT ile Sohbetler: Turizmde ChatGPT’nin Önemi (Chats with ChatGPT. Journal of Tourism and Gastronomy Studies, 11(1), 780-793.
Gough, D., Thomas, J., & Oliver, S. (2012). Clarifying differences between review designs and methods. Systematic Reviews, 1(1), 1-9.
Gursoy, D., Li, Y., & Song, H. (2023). ChatGPT and the hospitality and tourism industry: an overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 32(5), 579-592, https://doi.org/10.1080/19368623.2023.2211993.
Helberger, N., & Diakopoulos, N. (2023). ChatGPT and the AI Act. Internet Policy Review, 12(1). https://doi.org/10.14763/2023.1.1682.
Hughes, A. (2023). ChatGPT: everything you need to know about OpenAI’s GPT-3 tool, Science Focus, www.sciencefocus.com/future-technology/gpt-3/ (accessed 1.11.2023).
Iskender, A. (2023). Holy or Unholy? Interview with Open AI’s ChatGPT. European Journal of Tourism Research, 34, 3414. https://doi.org/10.54055/ejtr.v34i.3169.
Ivanov, S., & Soliman, M. (2023). Game of algorithms: ChatGPT implications for the future of tourism education and research. Journal of Tourism Futures, 9(2), 214-221.
Javaid, M., Haleem, A., & Singh, R. P. (2023). A study on ChatGPT for Industry 4.0: Background, Potentials, Challenges, and Eventualities. Journal of Economy and Technology, https://doi.org/10.1016/j.ject.2023.08.001.
Joksimovic, S., Ifenthaler, D., Marrone, R., De Laat, M., & Siemens, G. (2023). Opportunities of artificial intelligence for supporting complex problem-solving: Findings from a scoping review. Computers and Education: Artificial Intelligence, 4, 100138.
Kasneci, E., Sessler, K., Küchemann, S., Bannert, M., Dementieva, D., Fischer, F., Gasser, U., Groh, G., Günnemann, S., Hüllermeier, E., Krusche, S., Kutyniok, G., Michaeli, T., Nerdel, C., Pfeffer, J., Poquet, O., Sailer, M., Schmidt, A., Seidel, T., Kasneci, G. (2023). ChatGPT for good? On opportunities and challenges of large language models for education. Learning & Individual Differences, 103, 102274. https://doi.org/10.1016/j.lindif.2023.102274.
Keiper, M. C. (2023). ChatGPT in practice: Increasing event planning efficiency through artificial intelligence. Journal of Hospitality, Leisure, Sport & Tourism Education, 33, 100454.
Kim, J., Kim, J. H., Kim, C., & Park, J. (2023). Decisions with ChatGPT: Reexamining choice overload in ChatGPT recommendations. Journal of Retailing and Consumer Services, 75, 103494.
Koc, E., Hatipoglu, S., Kivrak, O., Celik, C., & Koc, K. (2023). Houston, we have a problem!: The use of ChatGPT in responding to customer complaints. Technology in Society, 74, 102333.
Korzynski, P., Mazurek, G., Altmann, A., Ejdys, J., Kazlauskaite, R., Paliszkiewicz, J., Wach, K., & Ziemba, E. (2023). Generative artificial intelligence as a new context for management theories: Analysis of ChatGPT. Central European Management Journal, 31(1), 1–11. https://doi.org/10.1108/CEMJ-02-2023-0091.
Lee, S. E., Ju, N., & Lee, K. H. (2023). Service chatbot: Co-citation and big data analysis toward a review and research agenda. Technological Forecasting and Social Change, 194, 122722.
Liu, C., Wang, B., & Li, Y. (2023). Dialog generation model based on variation Bayesian knowledge retrieval method. Neurocomputing, 561, 126878.
Lund, B. D., Wang, T., Mannuru, N. R., Nie, B., Shimray, S., & Wang, Z. (2023). ChatGPT and a new academic reality: Artificial intelligence‐written research papers and the ethics of the large language models in scholarly publishing. Journal of the Association for Information Science and Technology, 74 (5), 570–581. https://doi.org/10.1002/asi.24750.
Ma, X., & Huo, Y. (2023). Are users willing to embrace ChatGPT? Exploring the factors on the acceptance of chatbots from the perspective of AIDUA framework. Technology in Society, 75, 102362.
Mich, L., & Garigliano, R. (2023). ChatGPT for e-Tourism: a technological perspective. Information Technology & Tourism, 25 (9), 1-12, https://doi.org/10.1007/s40558-023-00248-x.
OpenAI (2022). ChatGPT: optimizing language models for dialogue, available at: https://openai.com/blog/chatgpt/ [Date of Access: 1.11.2023].
Ozdemir, O., Dogru, T., Kizildag,M. & Erkmen, E. (2023). A critical reflection on digitalization for the hospitality and tourism industry: value implications for stakeholders, International Journal of Contemporary Hospitality Management, DOI: 10.1108/IJCHM-04-2022-0535.
Paul, J., Ueno, A., & Dennis, C. (2023). ChatGPT and consumers: benefits, pitfalls and future research Agenda. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12928.
Pillai, R., & Sivathanu, B. (2020). Adoption of AI-based chatbots for hospitality and tourism. International Journal of Contemporary Hospitality Management, 32(10), 3199-3226.
Pollock, A., & Berge, E. (2018). How to do a systematic review. International Journal of Stroke, 13(2), 138-156.
Remountakis, M., Kotis, K., Kourtzis, B., & Tsekouras, G. E. (2023). Using ChatGPT and Persuasive Technology for Personalized Recommendation Messages in Hotel Upselling. Information, 14(9), 504.
Sallam, M. (2023). ChatGPT utility in healthcare education, research, and practice: systematic review on the promising perspectives and valid concerns. Healthcare, 11(6), 887. https://doi.org/10.3390/healthcare11060887.
ScienceDirect.com (2023). https://www.sciencedirect.com/ [Date of Access: 11.10.2023]
Scopus.com (2023). https://www.scopus.com/search/form.uri?display=basic#basic [Date of Access: 11.10.2023].
Shin, H., & Kang, J. (2023). Bridging the gap of bibliometric analysis: The evolution, current state, and future directions of tourism research using ChatGPT. Journal of Hospitality and Tourism Management, 57, 40-47.
Stahl, B. C., & Eke, D. (2024). The ethics of ChatGPT–Exploring the ethical issues of an emerging technology. International Journal of Information Management, 74, 102700.
Tosun, P., Uslu, A., & Erul, E. (2024). Connecting through chatbots: residents’ insights on digital storytelling, place attachment, and value co-creation. Current Issues in Tourism, DOI: 10.1080/13683500.2024.2316857.
Tourism and Hospitality Market Forecast (2023). “Tourism and hospitality market size (2022-2027)”, available at: www.marketdataforecast.com/market-reports/tourism-and-hospitalitymarket [Date of Access: 1.11.2023].
Ukpabi, D.C., Aslam, B. and Karjaluoto, H. (2019). Chatbot Adoption in Tourism Services: A Conceptual Exploration, Ivanov, S. and Webster, C. (Ed.) In Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality, Emerald Publishing Limited, Bingley, pp. 105-121. https://doi.org/10.1108/978-1-78756-687-320191006.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157-178.
Wamba, S. F., Queiroz, M. M., Jabbour, C. J. C., & Shi, C. V. (2023). Are both generative AI and ChatGPT game changers for 21st-Century operations and supply chain excellence?. International Journal of Production Economics, 265, 109015.
Wang, P., Li, K., Du, Q., & Wang, J. (2024). Customer experience in AI-enabled products: Scale development and validation. Journal of Retailing and Consumer Services, 76, 103578.
Wong, I. A., Lian, Q. L., & Sun, D. (2023). Autonomous travel decision-making: An early glimpse into ChatGPT and generative AI. Journal of Hospitality and Tourism Management, 56, 253-263.
Yan, Y., Li, B., Feng, J., Du, Y., Lu, Z., Huang, M., & Li, Y. (2023). Research on the impact of trends related to ChatGPT. Procedia Computer Science, 221, 1284-1291.
Yu, J., Dickinger, A., So, K. K. F., & Egger, R. (2024). Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement. Journal of Retailing and Consumer Services, 76, 103560.
Zarezadeh, Z. Z., Benckendorff, P., & Gretzel, U. (2023). Online tourist information search strategies. Tourism Management Perspectives, 48, 101140.
Zhang, B., Cheng, P., Deng, L., Romainoor, N. H., Han, J., Luo, G., & Gao, T. (2023). Can AI-generated art stimulate the sustainability of intangible cultural heritage? A quantitative research on cultural and creative products of New Year Prints generated by AI. Heliyon, 9(10), e20477.
Zhang, J., Chen, Q., Lu, J., Wang, X., Liu, L., & Feng, Y. (2024). Emotional expression by artificial intelligence chatbots to improve customer satisfaction: Underlying mechanism and boundary conditions. Tourism Management, 100, 104835.
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Tourism & Gastronomy Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
