Examining the effects of ChatGPT on tourism and hospitality student responses through integrating technology acceptance model

Abstract

ChatGPT has gained increased attention as an artificial intelligence (AI)‐based tool in the field of tourism and hospitality education in recent years. This study investigates the impact of perceived ease of use, perceived usefulness and authenticity on student attitude and intention to use ChatGPT by incorporating the concept of authenticity into the technology acceptance model (TAM) theoretical framework in tourism and hospitality education. This study found that authenticity had the strongest indirect effect on student intention to use ChatGPT compared with perceived ease of use and perceived usefulness. This study broadens the applicability of TAM theory in ChatGPT and provides practical insights into its application.