Influence of AI on usage intention in tourism and hospitality education: the mediating role of perceived trust

Abstract

Artificial Intelligence (AI) is playing an increasingly significant role in education, including in tourism and hospitality education. However, research on how AI affects student users' psychology and behaviour in tourism and hospitality education is still in an early stage. This study investigates the impact of system quality and authentic experience on perceived trust and the intention to use ChatGPT in tourism and hospitality education. Using Structural Equation Modelling analysis, the findings demonstrate that both system quality and authentic experience of ChatGPT positively affect perceived trust and student use intention. Furthermore, perceived trust positively mediates the relationship between system quality, authentic experience, and the intention to use ChatGPT. The current study enhances scholars' understanding of how students shape their intention to use ChatGPT and develops appropriate guidelines for its use to improve educational management.