Identification of improvement priorities for ChatGPT attributes using the three-factor theory
JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY AND TOURISM, vol.1, no.1, pp.1-19, 2025 (ESCI, Scopus)
- Publication Type: Article / Article
- Volume: 1 Issue: 1
- Publication Date: 2025
- Doi Number: 10.1080/1528008x.2025.2585299
- Journal Name: JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY AND TOURISM
- Journal Indexes: Food Science & Technology Abstracts, Scopus, Emerging Sources Citation Index (ESCI), Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, Hospitality & Tourism Complete, Hospitality & Tourism Index, CAB Abstracts, Veterinary Science Database, DIALNET
- Page Numbers: pp.1-19
- Süleyman Demirel University Affiliated: Yes
Abstract
Artificial intelligence-based ChatGPT, which emerged with the development of digital technologies, has become a profound impact on several tourism processes. This research seeks to explore the dimensional structure of ChatGPT's attributes and analyse travelers' perceptions of these attributes. Additionally, it investigates how each perception affects overall user satisfaction (OUS) by employing a nonlinear approach to the relationships between attribute-level performances. The results of a questionnaire survey involving 403 tourists who visited Marmaris, Turkey, reveal that intelligence and information quality were the most important determinants of OUS. Additionally, anthropomorphism, personalization, trust, and ease of use were identified as basic necessities. Theoretical and practical implications of the findings are also discussed