ChatGPT Reduces Traveller Satisfaction When Narrowing Options

Professor Seunghun Shin of The Hong Kong Polytechnic University and four co-authors publish a recent study examining ChatGPT's role as a recommendation agent in trip planning. Across five experimental studies, they find ChatGPT's narrowing of options reduces recommendation satisfaction and visit intention, mediated by perceived trustworthiness; active traveller participation mitigates these negative effects. The results suggest online travel agencies should use ChatGPT for initial option generation and encourage user-driven narrowing.