Rethinking Information Quality: How Trust in ChatGPT Shapes Destination Visit Intentions

The present study examines the role of ChatGPT acting as a travel advisor to affect tourists’ decision making, particularly with regards to destination visit intentions. Grounded in the Information Systems Success (ISS) Model, this study explores three primary relationships: (1) the effect of information quality on trust in ChatGPT's travel recommendations, (2) the impact of trust in ChatGPT's travel recommendations on destination visit intentions, and (3) the moderating role of destination image in the relationship between information quality and trust. It exercised a quantitative research design where the data was obtained from 528 respondents in Indonesia who are regular users of ChatGPT. The findings show that information quality fails to play a major role in shaping ChatGPT’s trust in the travel recommendation advice, contradicting the classical ISS Model prediction. Other findings show that trust in ChatGPT's travel recommendations significantly affects destination visit intentions and destination image does not moderate the relationship between information quality and trust. This study provides practical insights for Destination Management Organizations (DMOs), travel agencies, and policymakers to optimize AI-driven tourism marketing by focusing on interactive storytelling and personalized engagement, rather than solely on information quality.