Tourist acceptance of ChatGPT in travel services: the mediating role of parasocial interaction

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.