Is ChatGPT the right technology for service individualization and value co-creation? evidence from the travel industry

DEMİR M., Demir Ş. Ş.

Journal of Travel and Tourism Marketing, vol.40, no.5, pp.383-398, 2023 (SSCI, Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 40 Issue: 5
  • Publication Date: 2023
  • Doi Number: 10.1080/10548408.2023.2255884
  • Journal Name: Journal of Travel and Tourism Marketing
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Index Islamicus, SportDiscus
  • Page Numbers: pp.383-398
  • Keywords: artificial intelligence, ChatGPT, information value, OpenAI, service individualization, service value co-creation, tourism, travel industry
  • Isparta University of Applied Sciences Affiliated: Yes

Abstract

This paper aims to outline the influences of ChatGPT on service individualization and service value co-creation in the travel industry. Data were collected from managers and experts of travel agencies in Turkey. Hypotheses were tested via the independent sample t-tests, enter regression analysis, and the bootstrapping approach. It is found that ChatGPT empowered service individualization and internalizing information, which in turn positively impacts service value co-creation. The study also finds that ChatGPT has a significant moderating impact on the relationship between internalizing information and service individualization as well as on the relationship between service individualization and service value co-creation.