ChatGPT as an Emerging Digital Travel Advisor: Insights into AI Usefulness, Usability, and Consumer Decision Behavior

This study aimed to examine the role of ChatGPT in supporting travel decision-making by investigating its direct influence and the mediating effects of trust in AI-generated content, perceived usefulness, and perceived ease of use. Data were collected from 1208 qualified respondents and selected through non-probability convenience sampling from active digital travel communities on platforms. The results revealed that ChatGPT affects travel decision-making and also significantly influences users’ trust in AI-generated content, their perception of usefulness, and ease of use. Furthermore, all three mediators were found to significantly impact travel decision-making, and mediation analysis confirmed that these variables partially explain the link between ChatGPT usage and tourists’ behavioral intentions. These findings advance TAM by positioning trust as a central mechanism in AI adoption and demonstrate ChatGPT’s potential as a decision-support tool in tourism. This study offers practical insights for developers and policymakers seeking to improve transparency, reliability, and user experience of conversational AI in travel contexts.