Original scientific paper
https://doi.org/10.20867/thm.31.3.11
Will generation z use ChatGPT for tourism recommendations
Anom Hery Suasapha
; M.Par., Assistant Professor in Tourism Bali Tourism Polytechnic Tourism Destination Study Program Indonesia
Abstract
Purpose – This research note examines Generation Z’s acceptance of ChatGPT as a
Tourism Recommender System, to better understand whether they will use it for a tourism
recommendation, and the factors influencing their acceptance.
Methodology/Design/Approach – Grounded in the Technology Acceptance Model (TAM), this
research extends the TAM by incorporating Trustworthiness and Perceived Enjoyment to predict
Generation Z’s acceptance of ChatGPT as a Tourism Recommender System. A Partial Least
Squares-Structural Equation Modeling (PLS-SEM) approach was employed to analyse data
collected from 150 Generation Z respondents through a validated Likert Scale questionnaire.
Findings – The results reveal that Trustworthiness, Perceived Enjoyment and Perceived
Usefulness, influenced Generation Z’s Attitude toward using ChatGPT for personalised
tourism recommendation. Although there is no direct influence of Perceived Ease of Use
on Attitude, it has an indirect effect on Attitude through Perceived Usefulness, which also
mediated the influence of Trustworthiness on Attitude.
Originality of the research – The research predicts the acceptance of ChatGPT as a Tourism
Recommender System among Generation Z cohort. By extending the TAM with Perceived
Enjoyment and Trustworthiness, the study contributed in explaining the Generation Z
information search behaviour in relation to ChatGPT, and how it can be enhanced to perform
the Tourism Recommender role better
Keywords
ChatGPT, Tourism Recommender System, TAM, Trustworthiness, Enjoyment, Generation Z
Hrčak ID:
334791
URI
Publication date:
29.8.2025.
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