ChatGPT as a Real-Time Travel Companion: During-Trip Support and Tourist Satisfaction

Grounded in the Stimulus–Organism–Response (SOR) framework, this study examines how tourists’ in-trip use of ChatGPT shapes satisfaction during leisure travel. Survey data from 502 Indonesian travellers were analysed using PLS-SEM. Information diagnosticity, task efficiency, and perceived social support significantly strengthen travellers’ confidence in on-site choices, with social support emerging as the strongest predictor. Greater confidence elevates positive destination emotion, which in turn enhances tourist satisfaction, supporting a sequential cognition–affect mechanism. The study extends SOR to the during-trip stage by conceptualising ChatGPT as a real-time, dialogic stimulus that influences experience formation. Practically, destination and tourism firms can deploy ChatGPT at key on-site touchpoints and prioritise reassuring, effort-reducing guidance, supported by reliable local information and clear escalation to human assistance for higher-stakes needs.