Purpose

This study aims to investigate what drives tourists to continue using ChatGPT for travel purposes. This study focuses on the impact of parasocial interaction on tourists’ intention to continue using ChatGPT. It also examines how satisfaction mediates this relationship and the role of technology anxiety as a moderating factor.

Design/methodology/approach

Using a sample of 606 tourists in popular Vietnamese tourist destinations, this study used the SPSS PROCESS macro (Model 4 and Model 14) to estimate the research model.

Findings

The study found that tourists’ satisfaction and parasocial interactions positively influenced their intention to continue using ChatGPT for travel purposes. The tourists’ satisfaction was found to play a partial role in mediating the relationship between parasocial interactions and their intention to continue using ChatGPT. Technology anxiety was found to be a negative moderator of the direct effect of satisfaction and the indirect impact of parasocial interaction on this intention.

Originality/value

This study stands out as a pioneering exploration into the novel intersection of parasocial interaction, satisfaction, and technology anxiety and their influence on tourists’ intention to persist with using ChatGPT for travel-related purposes.

中文翻译：

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将生成人工智能（ChatGPT）用于旅游目的：准社会互动和游客的持续意图

 目的

本研究旨在调查是什么促使游客继续使用 ChatGPT 进行旅行。本研究重点关注准社会互动对游客继续使用 ChatGPT 的意愿的影响。它还研究了满意度如何调节这种关系以及技术焦虑作为调节因素的作用。

设计/方法论/途径

本研究以越南热门旅游目的地的 606 名游客为样本，使用 SPSS PROCESS 宏（模型 4 和模型 14）来估计研究模型。

 发现

研究发现，游客的满意度和准社会互动对他们继续使用 ChatGPT 进行旅行的意图产生积极影响。研究发现，游客的满意度在调节准社会互动与他们继续使用 ChatGPT 的意愿之间的关系中发挥着部分作用。研究发现，技术焦虑是满意度的直接影响和准社会互动对此意图的间接影响的负调节因素。

 原创性/价值

这项研究是对准社会互动、满意度和技术焦虑的新颖交叉点及其对游客坚持使用 ChatGPT 进行旅行相关目的的影响的开创性探索。