Unraveling Uncertainty: How Skepticism and Anthropomorphism Shape Continuance and Destination Intentions

ChatGPT is reshaping how tourists access travel information by offering real-time, and more personalized assistance. Yet, user uncertainty about the credibility of AI-generated content remains a concern. This study examines how two key antecedents of uncertainty—anthropomorphism and AI skepticism—affect users’ perceived low level of uncertainty (LLU) when using ChatGPT for travel planning. Drawing on Uncertainty Reduction Theory (URT), the research further explores how LLU influences continuance usage and destination visit intentions. Based on survey data from 450 respondents and analyzed using structural equation modeling (SEM), this study’s findings posit that AI skepticism significantly reduces uncertainty, while anthropomorphism does not. LLU, in turn, positively impacts both continuance and visit intentions. The findings contribute to theory by extending URT into AI tourism contexts and offer practical insights for designing trustworthy GenAI tools that support informed travel decision-making.