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Analysing how AI-powered chatbots influence destination decisions.

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

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Destination chatbots enhance travel planning by improving user satisfaction and influencing visit intentions. High information quality and perceived enjoyment are key drivers for continued chatbot use in tourism.

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Area of Science:

  • Tourism Technology
  • Human-Computer Interaction
  • Information Systems

Background:

  • Destination chatbots are emerging tools in travel planning.
  • Understanding user acceptance factors is vital for optimizing their use in tourism.
  • Existing models like TAM, ECM, and ISS inform this research.

Purpose of the Study:

  • To explore how destination chatbots influence user experience and decision-making in travel planning.
  • To identify psychological, emotional, and technological factors driving user satisfaction and continued use.
  • To assess the impact of chatbot use on the intention to visit a destination.

Main Methods:

  • A survey of 312 university students involved in tourism activities.
  • Utilized a structured questionnaire measuring information quality, satisfaction, enjoyment, usefulness, and behavioral intentions.
  • Employed structural equation modeling (SEM) to analyze relationships between constructs.

Main Results:

  • Information quality positively impacts user satisfaction, perceived enjoyment, and usefulness.
  • Perceived enjoyment and usefulness significantly drive continued chatbot utilization.
  • Intention to continue using chatbots strongly predicts the intention to visit a destination.

Conclusions:

  • Destination chatbots can significantly enhance user satisfaction and influence travel decisions.
  • Focusing on information quality, enjoyment, and usefulness is crucial for effective chatbot design.
  • Chatbot adoption in tourism offers practical benefits for destination management and traveler engagement.