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.
Key Points
- 1Demonstrate that ChatGPT's option reduction lowers travellers' recommendation satisfaction and visit intention
- 2Reveal trustworthiness mediates effect, with larger initial choice sets amplifying negative perceptions
- 3Recommend OTAs use ChatGPT for initial pooling and promote user involvement in narrowing
Scoring Rationale
Strong empirical evidence across five experiments supports actionable OTA guidance, but novelty is modest and findings primarily affect travel vertical.
Sources
Public references used for this report.
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