Earning Trust Through Clarity: A Sequential Model of ChatGPT Clarification, Uncertainty Reduction, and Destination Visit Intention

Tedjakusuma, Adi Prasetyo and Wibowo, Joshi Maharani and Silalahi, Andri Dayarana K. (2026) Earning Trust Through Clarity: A Sequential Model of ChatGPT Clarification, Uncertainty Reduction, and Destination Visit Intention. Sage Journals, 16 (4). pp. 1-22. ISSN 2158-2440

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Abstract

Tourism decisions are uncertainty-intensive, committing resources to experiential outcomes only knowable after consumption. Grounded in Uncertainty Reduction Theory (URT), we position ChatGPT as a conversational tool tourists use to clarify uncertain travel decisions. We test a sequential model in which tourism decision uncertainty — a higher-order construct spanning choice, knowledge, needs, and outcome facets — increases clarification seeking from ChatGPT, which enhances perceived uncertainty reduction, strengthens trust in ChatGPT recommendations, and raises destination visit intention. Survey data analyzed via two-stage PLS-SEM support this chain: uncertainty reduction and trust both directly predict visit intention, with trust partially mediating the uncertainty reduction–intention link. Findings inform destination managers, travel agencies, and chatbot developers designing and governing AI-based decision support. The study extends URT to generative conversational AI, identifying clarification seeking as its mechanism, trust as the main bridge to action, and uncertainty reduction alone as sometimes sufficient to prompt intention before full trust forms.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BAMBANG SEPTIAWAN
Date Deposited:	13 Oct 2026 03:57
Last Modified:	13 Oct 2026 03:57
URI:	http://repository.ubaya.ac.id/id/eprint/51361

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