<b>Exploring Behavioral Determinants of Consumers’ Adoption of ChatGPT in Travel Services: An Integrated Model of Perception and Anthropomorphism</b>

Abstract

This study uses the Task–Technology Fit (TTF) framework to examine how perceived usefulness, ease of use, service quality, and anthropomorphism shape tourists’ intentions to adopt ChatGPT and how these intentions translate into actual usage. A total of 431 valid responses were collected from tourists, and structural equation modeling was performed using SPSS Amos 24.0 and SPSS 23.0. The results show that all four factors significantly affect tourists’ adoption intentions, which in turn strongly predict their actual use of ChatGPT for travel information. The study highlights practical implications for travel service providers, emphasizing the importance of building trust and promoting ChatGPT’s functional and social attributes to enhance user engagement. Additionally, the research extends TTF by integrating perceived intelligence, credibility, warmth, and communication speed as determinants of trust in ChatGPT, offering a more comprehensive understanding of AI adoption in tourism.

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