The Role of Anthropomorphism in AI: ChatGPT’s Impact on Travel Services Using the SOR Model

Abstract

The objective of the study is to examine the application of the SOR (Stimulus-Organism-Response) model and the influence of ChatGPT's anthropomorphic characteristics on users' perceptions and the establishment of trust in the tool within the tourism sector. The study also aims to investigate the relationship between tourists' happiness derived from interacting with ChatGPT and their intention to continue using it. The study employs a systematic sampling method collecting data from 201 tourists through an online survey. Structural Equation Modeling (SEM) using SPSS was performed to analyze relationships among variables. The results show that tourists are much more likely to believe and like ChatGPT when they think the staff is friendly quick to respond, and knowledgeable. This, in turn, makes them happier. The results show that travel services that are powered by AI need to include human-like features to build trust and connection with users. In real life, this means that travel companies should make AI chatbots that are more interactive and personalized to make users happier. This study adds to the growing body of AI literature in tourism by emphasizing the importance of anthropomorphism in shaping user experiences and long-term engagement.