Modeling Consumer Trust and Satisfaction with ChatGPT for Travel: An Integrative Framework of AI Perception Dimensions

Abstract

Drawing on the theory of stimulus–organism–response, this study explores the theoretical understanding of satisfaction of the tourists who practice ChatGPT to get travel recommendations. This study investigates a distinct set of stimulus (perceived intelligence, perceived warmth, and perceived credibility) to create a state of being within the organism tourist’s experience while trust in ChatGPT and how this increases the satisfaction as response. In this research. data gathered from 429 respondents, and all responses were deemed valid for analysis. The dataset was examined using SPSS Amos 24.0 and SPSS 23.0 through structural equation modeling.The predictors perceived intelligence, perceived warmth, and perceived credibility significantly influenced tourists' experience and trust in ChatGPT. Furthermore, trust and experience mediate the relationship between perceived intelligence, warmth, credibility, and visitor’s satisfaction. These results offer three practical implications. First, travel service providers must prioritize building customer trust in ChatGPT to enhance overall service experiences. Second, travel agencies can enhance their customer experience by highlighting ChatGPT's perceived intelligence, perceived warmth, and perceived credibility. Finally, service providers should invest in design features that convey perceived intelligence, perceived warmth, and perceived credibility. The application of ChatGPT in the tourism research has largely centered on technology adoption, with comparatively little emphasis on user satisfaction. This research fills the theoretical gap as how tourists’ experiences and trust influence their satisfaction with ChatGPT. The findings corroborate the theory of stimulus–organism–response.