Kim, JHKim, JKim, CKim, S2024-01-302024-01-302024-01-09Journal of Travel and Tourism Marketing, ISSN: 1054-8408 (Print); 1540-7306 (Online), Informa UK Limited, 40(9), 779-801. doi: 10.1080/10548408.2023.22930061054-84081540-7306http://hdl.handle.net/10292/17156This study investigated the impact of ChatGPT’s recommendation quality and ethical concerns on travelers’ acceptance, satisfaction, and perceived trustworthiness. Results showed that when quality and ethical concerns were prominent, acceptance of and satisfaction with ChatGPT’s recommendations decreased significantly, and the negative effects were mediated by perceived trustworthiness. This study also identified that message framing containing ChatGPT’s errors, and the information types delivered by ChatGPT, acted as moderators of the positive effect of its recommendations. These findings underscore the significance of addressing ethical and quality concerns in using AI (Artificial intelligence)-powered chatbots, with implications for AI acceptance and satisfaction.© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.http://creativecommons.org/licenses/by/4.0/35 Commerce, Management, Tourism and Services3506 Marketing3507 Strategy, Management and Organisational BehaviourBehavioral and Social ScienceBasic Behavioral and Social Science1504 Commercial Services1505 Marketing1506 TourismMarketing3504 Commercial services3506 Marketing3508 TourismJournal ArticleOpenAccess10.1080/10548408.2023.2293006