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Cited by 144AI in Service InteractionsTechnology Adoption and User BehaviourDigital Marketing and Social Media

Do you trust ChatGPTs? Effects of the ethical and quality issues of generative AI on travel decisions

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Kim, Jeong Hyun, Kim, Jungkeun, Kim, Changju, Kim, Seongseop (Sam)·2023·Journal of Travel & Tourism Marketing
DOI 10.1080/10548408.2023.2293006
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Abstract

This study investigated the impact of ChatGPT’s recommendation quality and ethical concerns on travelers’ acceptance, satisfaction, and perceived trustworthiness. Results showed that when quality and ethical concerns were prominent, acceptance of and satisfaction with ChatGPT’s recommendations decreased significantly, and the negative effects were mediated by perceived trustworthiness. This study also identified that message framing containing ChatGPT’s errors, and the information types delivered by ChatGPT, acted as moderators of the positive effect of its recommendations. These findings underscore the significance of addressing ethical and quality concerns in using AI (Artificial intelligence)-powered chatbots, with implications for AI acceptance and satisfaction.

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  • Consumers may prefer to receive more recommendations from ChatGPT than from a human or an online travel agency and report a higher level of satisfaction.

    “Consumers may also prefer to receive more recommendations from ChatGPT than from a human or an online travel agency and report a higher level of satisfaction [33].”

    From Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation (2025) · cites this paper as [33]

    The theoretical and practical implications section (p. 19) reports that recommendation quality affects travelers’ acceptance of and satisfaction with ChatGPT recommendations. The paper does not establish that consumers prefer ChatGPT recommendations over those from a human or an online travel agency, or that their satisfaction is higher by comparison. (LLM, conf=0.82)

    Experimental — accuracy not yet measured

  • AI chatbots may have limited domain expertise, an inability to control mistakes, deficient originality, and ethical issues.

    “Kim et al. [33] have also noted that AI chatbots may have limited domain expertise, an inability to control mistakes, deficient originality, and ethical issues.”

    From Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation (2025) · cites this paper as [33]

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Authors
Kim, J. H., Kim, J., Kim, C., & Kim, S. (.
Affiliations
  • Kyung Hee University (KR)
  • Ritsumeikan University (JP)
  • Hong Kong Polytechnic University (HK)
Corresponding author
Kim, Jungkeun
ORCID
Venue
Journal of Travel & Tourism Marketing
Publisher
Informa UK Limited
Published
2023-11-22
Volume
40
Issue
9
Pages
779-801
ISSN
  • 1054-8408 (ISSN-L)
  • 1540-7306
DOI
10.1080/10548408.2023.2293006
OpenAlex
W4390761031
Cited by
144
References
95
Citations by year
2026: 58 · 2025: 64 · 2024: 22
FWCI
13.57
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of Travel & Tourism Marketing (publishedVersion, cc-by)
  • Tuwhera (Auckland University of Technology) (submittedVersion, cc-by)
Topics
  • Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
ChatGPT, generative AI, AI chatbots, travel decision-making, AI ethics, trustworthiness, technology acceptance, user satisfaction, message framing, AI errors

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