Using generative artificial intelligence (ChatGPT) for travel purposes: parasocial interaction and tourists’ continuance intention

Abstract

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.

Citation

Duong, C.D., Nguyen, T.H., Ngo, T.V.N., Pham, T.T.P., Vu, A.T. and Dang, N.S. (2024), "Using generative artificial intelligence (ChatGPT) for travel purposes: parasocial interaction and tourists’ continuance intention", Tourism Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TR-01-2024-0027