Tourists’ behavioural intentions to use ChatGPT for tour route planning: an extended TAM model including rational and emotional factors

Shuhao Li, Rui Han, Tianyu Fu, Mimi Chen and Yuhang Zhang

Current Issues in Tourism, 2025, vol. 28, issue 13, 2119-2135

Abstract: This study incorporates perceived coolness and perceived enjoyment as emotional factors into Technology Acceptance Model (TAM), which traditionally focuses on rational factors, to comprehensively understand how tourists develop usage intentions of ChatGPT for tour route planning. Structural equation modeling was utilized to analyse 491 online questionnaires. Findings support that perceived information quality is an antecedent factor of perceived ease of use and perceived usefulness. Consequently, perceived ease of use and perceived usefulness significantly influence tourists’ attitudes towards using ChatGPT for tour route planning, while perceived usefulness directly influences tourists’ behavioural intentions regarding ChatGPT usage. Moreover, perceived coolness directly affects tourists’ attitudes towards ChatGPT usage and indirectly affects their behavioural intentions through perceived enjoyment and attitudes. The primary contribution of this research lies in the integration of perceived coolness and perceived enjoyment into the traditional TAM, thus establishing a new rational-emotional extended TAM framework. This advancement provides a more comprehensive understanding of tourists’ adoption of generative AI tools such as ChatGPT for tour route planning.

Date: 2025
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DOI: 10.1080/13683500.2024.2355563

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