ChatGPT in Tourist Guiding: An Innovation-Decision Process Perspective

This study investigates the adoption of ChatGPT among tourist guides in Türkiye using Rogers’ innovation-decision process (IDP) model. The study draws on face-to-face interviews with Generation Z tourist guides. Thematic analysis, guided by the IDP stages, yielded four themes: attitudes toward ChatGPT, factors shaping adoption, professional integration, and future perspectives. Findings revealed positive attitudes toward ChatGPT, particularly for information retrieval, content creation, informal interaction, and explanatory support. However, tourist guides expressed concerns about inaccurate or outdated information, emotional limitations, oversimplification, and cultural sensitivity. Time efficiency, tourist experience, and source verification emerged as determinants of adoption. The tourist guides reported using ChatGPT for information retrieval during tours and tour preparation, as well as for language-related tasks. Although they recognized its potential to improve efficiency and reduce workload, concerns remained about cultural misrepresentation, displacement of human guides, and erosion of storytelling. Applying the IDP model, this study sheds light on Generation Z guides’ engagement with generative AI, contributing to tourism and AI literature.