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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.<\/jats:p>","DOI":"10.1177\/00472875251380185","type":"journal-article","created":{"date-parts":[[2025,11,5]],"date-time":"2025-11-05T10:31:11Z","timestamp":1762338671000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":0,"title":["ChatGPT Coolness-Desirable Framework for Tourism and Hospitality"],"prefix":"10.1177","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8362-4430","authenticated-orcid":false,"given":"Sandra","family":"Maria Correia Loureiro","sequence":"first","affiliation":[{"name":"Iscte-Instituto Universit\u00e1rio de Lisboa and Business Research Unit (BRU-IUL), Lisbon, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4159-2474","authenticated-orcid":false,"given":"Ricardo Godinho","family":"Bilro","sequence":"additional","affiliation":[{"name":"Iscte-Instituto Universit\u00e1rio de Lisboa and Business Research Unit (BRU-IUL), Lisbon, Portugal"}]},{"given":"Jo\u00e3o","family":"Guerreiro","sequence":"additional","affiliation":[{"name":"Iscte-Instituto Universit\u00e1rio de Lisboa and Business Research Unit (BRU-IUL), Lisbon, Portugal"}]},{"given":"Myong Jae","family":"Lee","sequence":"additional","affiliation":[{"name":"The Collins College of Hospitality Management, California State Polytechnic University Pomona, USA"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6356-3001","authenticated-orcid":false,"given":"Heesup","family":"Han","sequence":"additional","affiliation":[{"name":"College of Hospitality and Tourism Management, Sejong University, Gwanjin-Gu, Seoul, Korea"}]}],"member":"179","published-online":{"date-parts":[[2025,11,5]]},"reference":[{"key":"e_1_3_4_2_1","doi-asserted-by":"crossref","unstructured":"Abdelrazek A. 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