Examining Tourism Students’ Artificial Intelligence Adoption with Technology Acceptance Model: The Case of ChatGPT

Abstract

The rapid advancement of generative artificial intelligence (GAI) is transforming education in almost every domain. However, limited research has explored the adoption of GAI models in the context of tourism education. To address this gap, this study examines the factors influencing tourism students' behavioral intention (BI) to use ChatGPT for learning. This research is grounded in TAM, which is expanded through the integration of perceived enjoyment and social influence to better address the factors influencing BI to use ChatGPT for learning. Using convenience sampling, data were collected from 457 students through a structured questionnaire, and PLSSEM was used to test the proposed model. The study's findings asserted that all hypothesized relationships were found to be positive and significant except for the path between SI and PEU. Our results confirm that perceived usefulness and perceived ease of use remain significant predictors of AI adoption, supporting the validity of TAM in the AI context. The findings further demonstrated the significant roles of perceived enjoyment and social influence, which contribute to the extension of the model. Theoretical and practical implications are discussed, offering insights into how these factors can inform future research and guide the effective integration of AIdriven tools in educational settings.