Description
The domain of generative artificial intelligence (AI) is undergoing swift advancement and holds the capacity to fundamentally revolutionise human-machine communication (Iskender,2023; Elmohandes & Marghany, 2024). ChatGPT, an AI tool created by OpenAI, has recently become widely popular (Ali, 2023; Ivanov & Soliman, 2023). ChatGPT is a member of the generative pre-trained transformer (GPT) model family (Borji, 2023). These models can generate written content that closely mimics human-authored language (Wong et al., 2023).The present study aims to explore the usage intentions of hospitality researchers and the factors affecting their decisions to use ChatGPT, using the Technology Acceptance Model (TAM) framework. Over the last decade, a number of theoretical frameworks have been used to investigate the underlying mechanisms and the factors that affect the adoption of technology. The UTAUT model, TAM, and the DOI theory are among the included theories (Law et al., 2018). Although other frameworks are available, the Technology Acceptance Model (TAM) has been widely used to examine a user's inclination to embrace and actual usage of technology (Scherer et al., 2019; Li et al., 2024). The study employed in-depth qualitative interviews with twenty-seven researchers from five UK universities using purposive sampling. The data analysis employed the six stages of thematic analysis outlined by Braun and Clarke (2006), with a specific focus on identifying similarities and differences.
The findings showed that participants intended to use ChatGPT for research purposes within specific parameters. The participants' intentions to use ChatGPT are mostly impacted by its perceived usefulness and ease of use. ChatGPT can generate text of outstanding calibre,saving users a significant amount of time that is usually dedicated to composing and reviewing. The user-friendly interface of the ChatGPT model enables researchers to quickly familiarise themselves with its functions, enhancing their efficiency by simplifying tasks such as paper drafting, brainstorming, and hypothesis refinement.
However, participants emphasised trust as crucial for relying on AI tools. The automated nature of AI can initially evoke scepticism and give rise to ethical problems. Participants referred to its intermittent production of erroneous or illogical responses, which may undermine the dependability of research results. Although ChatGPT excels at generating
information, researchers remain aware of its limitations, especially when understanding complex or specialised contexts. The degree of trust an individual places in a model is critically contingent upon the task and the calibre of the data employed during the process. A common practice among researchers is to validate the information generated by ChatGPT through cross-referencing with reputable sources or domain experts. This approach serves to enhance their trust in the outputs of the AI. As researchers use the tool more extensively, trust may be built regarding the accuracy of the content.
It's interesting to note that this study could have significant implications for researchers in the hospitality industry. It has the potential to broaden their understanding of ChatGPT applications and identify any potential pitfalls. Additionally, comprehending the motives
behind the use of ChatGPT by hospitality researchers could encourage AI developers and service providers to tailor their products to meet the specific needs of the hospitality research community. This could result in more efficient collaborations between academics and AI technology, which might lead to revolutionary developments in the hospitality sector.
Keywords: ChatGPT, ChatGPT-4, Hospitality academia, and TAM model
