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Determinants of approach behavior for ChatGPT and their configurational influence in the hospitality and tourism sector: a cumulative prospect theory

Heesup Han (College of Hospitality and Tourism Management, Sejong University, Seoul, Republic of Korea)
Seongseop (Sam) Kim (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong, China)
Tadesse Bekele Hailu (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong, China)
Amr Al-Ansi (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau, China)
Sandra Maria Correia Loureiro (Marketing, Operations and General Management, Iscte-Instituto Universitário de Lisboa and Business Research Unit (BRU-IUL), Lisboa, Portugal)
Jinkyung Jenny Kim (School of Hotel and Tourism Management, Youngsan University – Haeundae Campus, Busan, Republic of Korea and Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 1 May 2024

449

Abstract

Purpose

This research paper aims to explore the concerns and determinants of travelers’ behavior toward ChatGPT in the hospitality and tourism context. It also examines the weight of risk factors versus that of motivation and innovation characteristics influencing travelers’ approach behaviors toward ChatGPT.

Design/methodology/approach

A cumulative prospect theory was used to determine travelers’ responses to ChatGPT. This study, using a fuzzy-set qualitative approach, explored risk, motivation and innovation factors as determinants of approach behaviors for ChatGPT.

Findings

Findings revealed that risk, motivation and innovation factors were the key triggers of approach behaviors for ChatGPT. An intricate combination effect of the perceived risk, motivation and innovation characteristics was found, and the necessary predictors were determined.

Practical implications

The findings of this study will expand our current knowledge and offer practical insights for the development of ChatGPT in the hospitality and tourism sector.

Originality/value

This study makes a significant contribution to the existing literature by providing a nuanced understanding of the intricate interplay between the various factors that shape customer behavior in the context of technology adoption in hospitality and tourism studies.

Keywords

Citation

Han, H., Kim, S.(S)., Hailu, T.B., Al-Ansi, A., Loureiro, S.M.C. and Kim, J.J. (2024), "Determinants of approach behavior for ChatGPT and their configurational influence in the hospitality and tourism sector: a cumulative prospect theory", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-07-2023-1072

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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