In a context of globalization, interactions between individuals of different cultures have become a lived reality. These cultural exchanges often involve mastering multiple languages, which can be quite challenging in multilingual settings. Hence, the integration of technology and artificial intelligence (AI) tools has emerged as an essential solution to bridge linguistic gaps and facilitate effective communication across cultural boundaries. Building upon this premise, this study delves into the perceptions of ChatGPT users regarding its role in translation and intercultural communication. Specifically, it examines the factors shaping user satisfaction with AI in translation and its contribution to fostering intercultural interactions. To achieve this objective, the study focuses on a sample of Moroccan travel agencies engaged in relationships with international partners. Data collection is carried out through questionnaires sent to heads of agencies randomly selected from a database provided by the Ministry of Tourism in 2022. The rationale behind this selection lies in the travel agencies’ unique position as intermediaries between cultures, frequently requiring translation services to conduct their business effectively. Statistical analysis is carried out using SPSS software. The main findings reveal a significant correlation between user satisfaction with ChatGPT and two key variables: perceived ease of use and the quality of its outputs. Notably, users find ChatGPT more satisfying when it is perceived as user-friendly and delivers satisfactory results. However, the selected variables fail to comprehensively explain users’ perceptions of ChatGPT, highlighting the need for further investigation in this area.
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