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Modeling users' satisfaction and visit intention using AI-based chatbots.

Miguel Orden-Mejía1, Mauricio Carvache-Franco2, Assumpció Huertas3

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AI chatbots significantly influence tourist decisions. Key chatbot features like informativeness, empathy, and interactivity boost user satisfaction, ultimately increasing the intention to visit a destination.

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Area of Science:

  • Tourism Management
  • Human-Computer Interaction
  • Artificial Intelligence

Background:

  • AI-based chatbots are increasingly prevalent in the tourism sector.
  • Limited research exists on their specific impact on tourist destination choices.
  • Understanding chatbot attributes influencing user experience is crucial.

Purpose of the Study:

  • To evaluate key attributes of AI chatbots in tourism.
  • To determine the effect of these attributes on user satisfaction.
  • To assess the impact of user satisfaction on tourists' visit intention.

Main Methods:

  • Structural Equation Modeling (SEM) with covariance procedures was employed.
  • A model was proposed and hypotheses were tested using empirical data.
  • The study focused on identifying critical chatbot characteristics.

Main Results:

  • Informativeness, empathy, and interactivity were identified as critical chatbot attributes.
  • These attributes significantly enhance user satisfaction with AI chatbots.
  • User satisfaction directly correlates with an increased intention to visit a destination.

Conclusions:

  • AI chatbots are powerful tools for influencing tourist behavior.
  • Optimizing chatbot informativeness, empathy, and interactivity is key for tourism providers.
  • Enhanced chatbot user experience can effectively drive destination visitation.