Tapping generative AI capabilities: a study to examine continued intention to use ChatGPT in the travel planning
Nupur Arora, Parul Manchanda, Aanchal Aggarwal, Vanshika Maggo
Abstract
Generative AI has lately been established as a very effective tool impacting consumer decision-making. Thus, this study aims to evaluate the variables affecting the flow of controversial AI in travel and tourism. Despite the increasing interest in ChatGPT, little research has examined what factors influence the uptake of this novel AI tool and its implications in the travel planning industry. This work builds its conceptual model on UTAUT2 and PCI Theory and tests the antecedents of Flow which impacts continuance intention to use ChatGPT in travel planning. An online survey was administered among 408 individuals in India. Of the factors of UTAUT2 and PCI, social influence, compatibility, and image do not impact the flow state significantly. Additionally, the study establishes the relationship between Flow and the continued intention to use ChatGPT for travel planning with “external influence” as a moderator.