How conversational AI reshapes tourist decision-making systems: Extending the S-O-R framework through emotional and contextual mediators

Purpose This study investigates how conversational AI, particularly ChatGPT, influences tourists’ purchase intention by reshaping decision-making processes within tourism service systems. It contributes to a deeper understanding of human–AI interaction and its role in contemporary consumer decision systems in the tourism and hospitality context. The study focuses on the mediating roles of perceived empathy, trust in AI-generated content, and content adaptability—three complementary emotional, cognitive, and contextual mechanisms that are integrated within a unified framework to explain how individuals engage with AI during travel planning and decision-making. Grounded in the Stimulus–Organism–Response (S-O-R) framework, the research captures both cognitive and emotional pathways linking AI interaction to behavioral outcomes. Design/methodology/approach Out of 2,256 responses, 1,438 tourists who confirmed using ChatGPT for travel-related decisions were retained for analysis. Findings The findings reveal that conversational AI significantly and directly influences tourists’ purchase intention, while also enhancing users’ perceived empathy during AI interaction, trust, and adaptability. These psychological responses partially mediate the relationship, highlighting the dual role of emotional and contextual mechanisms in AI-driven decision-making systems. Originality/value The study extends the S-O-R framework by simultaneously integrating emotional (perceived empathy), cognitive (trust in AI-generated content), and contextual (content adaptability) dimensions within a unified AI-enabled decision-making framework. From a managerial perspective, the findings emphasize the strategic importance of designing AI systems that foster trust, simulate empathy, and dynamically adapt to user preferences. Such integrated capabilities support more effective, self-directed decision-making processes and enhance engagement and conversion outcomes in tourism service ecosystems.