How does ChatGPT-generated information influence travel planning? The mediating role of inspiration

Abstract

Purpose This study aims to explore the impact of ChatGPT’s information quality on travel plans, drawing on the stimuli-organism-response framework and the inspiration transmission model. Design/methodology/approach Participants were recruited in online groups on Chinese social media platforms, and they were required to have experiences of having searched for travel information using ChatGPT before or during their travels. Partial least squares-structural equation modeling was used to validate the model. Findings The findings indicated that reliability, relevance and quickness all exerted a significant positive influence on travel planning behavior. However, conciseness does not have a significant effect on travel planning behavior. The two stages of inspiration – inspired-by and inspired-to – acted as a sequential mediating mechanism in these relationships. Perceived privacy risk negatively moderated the impact of inspired-by on inspired-to, as well as the influence of inspired-to on travel planning behavior. Originality/value This research reveals the impact of ChatGPT’s information quality on traveler inspiration. And the authors also investigate the differences in the impact of the dimensions of information quality on travel planning behavior. The findings contribute to a comprehensive understanding of the influence mechanisms of ChatGPT information. Furthermore, this study offers practical insights for destinations to apply ChatGPT rationally in guiding tourist inspiration and behavior.