Assessing Tourism and Hospitality Students’ Intention to Use ChatGPT

Abstract

While much has been discussed about using ChatGPT from the educators’ perspectives, relatively few studies investigated intention to use ChatGPT by tourism and hospitality students. Building on the technology acceptance model (TAM), this paper examines how perceived usefulness, perceived ease of use, and subjective norm influence intention to use ChatGPT among the target student groups, in which attitude and trust serve as a mediator and a moderator respectively. 355 valid questionnaires were collected from Macao, Hong Kong and Taiwan university and postgraduate students. The SEM method was utilized to test the hypotheses, and produced results supporting the majority of the research hypotheses. Perceived ease of use and perceived usefulness emerged as significant predictors of students’ attitude toward ChatGPT and intention to use. Trust was found to play a moderating role on the relationship between students’ perception and behavioral intention.

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