A Phenomenological Study on the Experience of Searching for Tourism Information Following the Emergence of ChatGPT: Focused on the Uncanny Valley Theory

Jin-Hee Jin and Jin-Seok Han ()
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Jin-Hee Jin: Department of Hotel and Tourism, Seojeong University, Yangju 11429, Republic of Korea
Jin-Seok Han: Department of Hotel, Tourism and Foodservice Management, Dongguk University, Gyeongju 38066, Republic of Korea

Sustainability, 2025, vol. 17, issue 1, 1-17

Abstract: The purpose of this study is to provide an understanding of the experience of searching for tourism information through ChatGPT and discover the meaning of it. In order to achieve this purpose, data collection was conducted through in-depth interviews, and data analysis was conducted according to Giorgi. As a result, eight themes, 27 meaning units, and 226 meaningful statements were derived. First, the participants were found to partially trust tourism information searched through it and perceive it as a personal AI travel agent. In addition, they were found to be satisfied with it as their primary tool of searching for tourism information and perceived it as an AI travel mate in all processes of tourism. On the one hand, they were found to be disappointed that it still felt like a machine. Second, they were found to feel ambivalent about it and experience better moments with it than with humans. Moreover, they were found to feel enjoyment in the process of learning about it. This study discovered the meaning of experience in searching for tourism information through it, laid the foundation for follow-up research related to it, and presented the possibility of expanding the application of it in the tourism industry.

Keywords: ChatGPT; tourism information; phenomenological study; uncanny valley theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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