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When ChatGPT Gives Incorrect Answers: The Impact of Inaccurate Information by Generative AI on Tourism Decision-Making

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Kim, Jeong Hyun, Kim, Jungkeun, Park, Jooyoung, Kim, Changju, Jhang, Jihoon, King, Brian·2025·Journal of Travel Research

DOI 10.1177/00472875231212996

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Abstract

This study investigates how inaccurate information provided by ChatGPT impacts travelers’ acceptance of recommendations. Six experiments were conducted based on the accessibility-diagnosticity framework. These examined the moderating role of the prominence and type of incorrect information and their effects on decision-making. The results show that participants perceived more accuracy and trustworthiness, leading to stronger intentions to visit when incorrect information was absent. However, there was a decline in their intentions to visit when incorrect information was present and more prominent or in the same domain. This effect diminished when multiple domains were involved or when participants were focused on the initial task. The research highlights that both the prominence and type of incorrect information are boundary conditions and provides insights into AI applications in tourism. Furthermore, it offers practical implications for online travel agencies in terms of user interface and user experience design planning.

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Authors: Kim, J. H., Kim, J., Park, J., Kim, C., Jhang, J., & King, B.
Affiliations: Kyung Hee University (KR)
Peking University (CN)
Ritsumeikan University (JP)
University of Central Arkansas (US)
Texas A&M University (US)
Corresponding author: Kim, Jeong Hyun
ORCID: Kim, Jeong Hyun
Kim, Jungkeun
Park, Jooyoung
Kim, Changju
Jhang, Jihoon
King, Brian
Venue: Journal of Travel Research
Publisher: SAGE Publications
Published: 2023-11-29
Volume: 64
Issue: 1
Pages: 51-73
ISSN: 0047-2875 (ISSN-L)
1552-6763
DOI: 10.1177/00472875231212996
OpenAlex: W4389201667
Cited by: 202
References: 90
Citations by year: 2026: 82 · 2025: 91 · 2024: 29
FWCI: 19.04
Type: journal article
Language: en
Open access: bronze
doi.org
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Travel Research (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
Social Sciences › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Diverse Aspects of Tourism Research
Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Keywords: ChatGPT, generative AI, incorrect information, tourist decision-making, recommendation acceptance, trustworthiness, visit intention, online travel agencies, user interface design, user experience design

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When ChatGPT Gives Incorrect Answers: The Impact of Inaccurate Information by Generative AI on Tourism Decision-Making

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