Trusting ChatGPT Usage in Personalized Travel Planning: The Moderating Role of Privacy and Data Security

ChatGPT has become one source of personalized recommendations used by travelers in travel planning contexts. This research aims to examine the ChatGPT usage dimensions and its impact on travelers’ level of trust in ChatGPT recommendations and their behavioral intention of future use. It also tests the moderating effect of privacy and data security on the relationship between travelers’ trust and behavioural intention. Using PLS-SEM to analyze collected data of travelers from the UAE and Oman, and using the multi-group analysis technique, findings revealed a positive impact of ChatGPT usage dimensions on travelers’ trust and behavioral intention. Interestingly, findings revealed a negative moderating effect of privacy and data security on travelers’ trust in ChatGPT recommendations and behavioral intention of usage. Theoretical and practical contributions of the results are also offered.