Analysis shows ChatGPT enhances joint decision-making and process innovation in travel groups, indicating effective digital strategies.
Purpose This study explores how perceived ChatGPT credibility, compatibility, and innovative digital marketing influence joint decision-making and process innovation capabilities through relational ties. Design/methodology/approach The research model was analyzed using partial least squares structural equation modeling (PLS-SEM) based on 472 valid questionnaires from members of three well-known online travel communities who traveled with unfamiliar companions. Findings Results showed that perceived ChatGPT credibility, compatibility, and innovative digital marketing significantly impacted relational ties, which, in turn, influenced joint decision-making and process innovation capabilities. Additionally, joint decision-making significantly affects process innovation capabilities. Originality/value This study offers three notable contributions to tourism marketing. Through empirical research, it analyzes the relationship between joint decision-making and the process innovation capabilities of OTCs. Specifically, the study provides a novel perspective on the Process Innovation model, encompassing antecedents, mediators, and moderators. Through analysis through PLS, this study clearly understands the causal relationship between joint decision-making and process innovation capabilities of OTCs.
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Kan et al. (2025) studied this question.
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