Tourist acceptance of ChatGPT in travel services: the mediating role of parasocial interaction
Open accessAbstract
ChatGPT has revolutionized the travel industry. This study employs the stimulus-organism-response (SOR) model to develop and validate a conceptual model for ChatGPT acceptance. Social influence and perceived value emerge as key determinants of user cognitive appraisals of ChatGPT’s expertise, trustworthiness, and emotional connections through parasocial interaction. These factors subsequently influence traveler acceptance of ChatGPT for travel-related services. Findings reveal that social influence is the most potent predictor of ChatGPT acceptance, while perceived trust directly impacts user acceptance during the cognitive process. These insights advance research on parasocial interaction, while providing valuable guidance for implementing ChatGPT in tourism services.
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Mediation effects H5a-H8b are consistent with Tsai et al. [65], Xu et al. [71], Labrecque [32], and Huang and Gursoy [24].
“Mediation effects proposed in H5a–H8b are consistent with Tsai et al. [65], Xu et al. [71], Labrecque [32], and Huang and Gursoy [24], who demonstrate the roles of para-social interaction and emotional support as key relational bridges in AI-user engagement.”
From Effects of attractions and social attributes on peoples' usage intention and media dependence towards chatbot: The mediating role of parasocial interaction and emotional support (2025) · cites this paper as Xu et al. [71]
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Zhang, K., Xie, Y., Chen, D., Ji, Z., & Wang, J. (2025) · BMC Psychology · doi:10.1186/s40359-025-03284-w · Cited by 38 · see citing works
- Authors
- Xu, H., Law, R., Lovett, J., Luo, J. M., & Liu, L.
- Affiliations
- City University of Macau (MO)
- University of Macau (MO)
- University of Leeds (GB)
- Macau University of Science and Technology (MO)
- Macao University of Tourism (MO)
- Corresponding author
- Lovett, Jon
- Venue
- Journal of Travel & Tourism Marketing
- Publisher
- Informa UK Limited
- Published
- 2024-06-06
- Volume
- 41
- Issue
- 7
- Pages
- 955-972
- ISSN
- 1054-8408 (ISSN-L)
- 1540-7306
- OpenAlex
- W4399442975
- Cited by
- 130
- References
- 16
- Citations by year
- 2026: 78 · 2025: 48 · 2024: 4
- FWCI
- 19.18
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Journal of Travel & Tourism Marketing (publishedVersion, cc-by)
- White Rose Research Online (University of Leeds, The University of Sheffield, University of York) (submittedVersion)
- 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 › Diverse Aspects of Tourism Research
- Keywords
- ChatGPT, technology acceptance, parasocial interaction, tourism services, social influence, perceived trust, perceived value, stimulus-organism-response model
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