The Impact of AI-Powered Chatbots on Tourist Experiences: A Customer-Centric Analysis

Abstract

The advent of AI technology has made a significant impact across various industries, including the tourism sector (Pencarelli, 2020; Tussyadiah, 2020). It fundamentally reshaped the tourists experience by enhancing its availability and convenience, especially during “mask period” from 2020 to 2022. Notably, tourist destinations and hotels have embraced the use of chatbots, renowned for their capacity to engage in natural, fluid conversations with customers (Jiménez-Barreto et al., 2021). By using Natural Language Processing, these conversation agents exhibit the ability to promptly, effectively, and accurately address customer inquiries while providing pertinent information including assisting in booking tickets, recommending attractions within a destination, as well as providing related information for different customers (Calvaresi et al., 2023). Consequently, many destination managers have integrated chatbots into their operations to elevate customer satisfaction and enhance the overall travel experience.

In recent years, researchers have delved into the role of AI within the tourism industry and its ramifications for customer satisfaction and service quality. Nonetheless, we are still far from full understanding the perspectives of customers regarding AI technology. This gap encompasses their perceptions and the factors that influence their engaging with this innovative technology. Therefore, this study endeavors to probe into the elements that sway customers' propensity to employ chatbots and their readiness to endorse these technologies to other travelers. From the practical side, we hope our research provides valuable insights and reference for tourism professionals and hotel practitioners as they navigate the realm of chatbot design and implementation.