This paper explores how the coolness characteristics of ChatGPT affect user experiences and perceptions when searching for hospitality and tourism options and proposes a ChatGPT coolness-desirable framework. This research uses mixed methods to explore the coolness attributes of ChatGPT. We conducted two qualitative studies to obtain initial insights, which were complemented by a confirmatory study to reveal the associations between user perceptions of ChatGPT coolness, attitudes, and desires toward its use. The final experiment confirms the effect of warmth and competence on the desire to continue to use ChatGPT. Our findings show that originality, usefulness, popularity, energy, and subculture play a crucial role in building ChatGPT coolness. We unveil that favorable attitudes toward the relational experience of artificial intelligence significantly fuel a passionate desire to maintain and deepen this interaction. Warmth judgment strengthens the link between ChatGPT coolness and desire, while competence weakens the association between ChatGPT coolness and attitude.

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ChatGPT,AI chatbot,Brand coolness,Destination brand desire,Attitudes

• Economia e Gestão - Ciências Sociais