Exploring value co-creation and co-destruction between consumers & generative artificial intelligence (GAI) in travel

Little is known about the (dis)benefits of using generative artificial intelligence (GAI) with travel-related purposes, which hinders an understanding of the value co-created and co-destructed in the process of its use by tourists. This mixed methods study explored and examined the key factors in value co-creation and co-destruction when using a popular GAI's conversational interface, ChatGPT, in tourism. The results indicate that the key perceived utility of ChatGPT is in travel planning and time saving, and the main perceived shortcomings are its limited knowledge and inaccurate responses. The study pinpoints the importance of refining and developing GAI collaboratively by all tourism stakeholders given that perceived value co-creation outweighs value co-destruction.