Adoption of ChatGPT for Travel: An Integrated Model of the Extended Technology Acceptance Model, the Theory of Planned Behaviour and Word of Mouth

Paper Details

Authors: Dinç H.; Gürbüz B.; Dursun M.T.; Argan M.; Argan M.T.; Koçak F.

DOI: 10.37741/t.74.2.1

Journal: Tourism

Year: 2026

Publisher: Institute for Tourism

Document Type: Article

Open Access: All Open Access; Gold Open Access; Green Open Access

Cited by: 0

Abstract

ChatGPT, a user-based technology, has gained popularity in the tourism industry due to its human-like interaction capabilities. This study investigates the adoption of ChatGPT for travel and aims to address these gaps by integrating the extended technology acceptance model, the theory of planned behaviour, and word of mouth into a comprehensive model. The data were collected from ChatGPT users for travel, using an online questionnaire. Structural equation modelling was applied to the proposed model. The direct and indirect effects between perceived usefulness, perceived ease of use, attitude, behavioural intention, subjective norm, trust, and word of mouth were identified. © 2026 The Author(s).

Keywords

ChatGPT; extended technology acceptance model; theory of planned behaviour; travel; word of mouth

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