Examining the effects of ChatGPT on tourism and hospitality student responses through integrating technology acceptance model

Chris Zhen Gan Zhu · C. Michael Hall · Lawrence Hoc Nang Fong · Feifei Lin · Sara Naderi Koupaei

31 citations0/0 files storedInternational Journal of Tourism Research

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Technology Adoption and User Behaviour Hospitality and Tourism Education AI in Service Interactions

Abstract

Abstract ChatGPT has gained increased attention as an artificial intelligence (AI)‐based tool in the field of tourism and hospitality education in recent years. This study investigates the impact of perceived ease of use, perceived usefulness and authenticity on student attitude and intention to use ChatGPT by incorporating the concept of authenticity into the technology acceptance model (TAM) theoretical framework in tourism and hospitality education. This study found that authenticity had the strongest indirect effect on student intention to use ChatGPT compared with perceived ease of use and perceived usefulness. This study broadens the applicability of TAM theory in ChatGPT and provides practical insights into its application.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2014A primer on partial least squares structural equation modeling (PLS-SEM)2015Common Method Bias in PLS-SEM 2023Education in the Era of Generative Artificial Intelligence (AI): Understanding the Potential Benefits of ChatGPT in Promoting Teaching and Learning 2018Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model 2023Using ChatGPT for second language writing: Pitfalls and potentials 2009The importance of perceived trust, security and privacy in online trading systems 2023Are users willing to embrace ChatGPT? Exploring the factors on the acceptance of chatbots from the perspective of AIDUA framework

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2025Driving AI-enabled transformation in small and medium tourism enterprises: The strategic and investment roles of decision makers 2025Unraveling the factors shaping the intention of tourism and hospitality students to engage with ChatGPT: a decision-making exploration 2026Exploring generative AI in hospitality and tourism education through a problem-based learning approach 2026Digital Transformation in Tourism Management Education: A Research Note from an Undergraduate Program in China

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