Impacts of Virtual Assistants on customer satisfaction in tourism: a case study from A.I reuse intentions of Vietnamese tourists in Thailand

Abstract

The explosion of artificial intelligence technology has become a "push" promoting the development and innovation of society. Consumers are increasingly relying on these advanced technologies, and the application of smart virtual assistant technologies has become familiar to the current consumption landscape. Intelligent virtual assistants have begun to expand their influence by creeping into many industries, even smokeless industries that by default are only for humans, such as travel and services. service. This research focuses on analyzing and evaluating the impacts of virtual assistants on customer experience in the tourism sector, thereby measuring the potential level of applying this technology to create competitive advantage for tourism businesses today. The research was conducted in the context of a tourism market that has grown rapidly in recent years - Thailand, along with a tourist population that is also experiencing rapid positive changes - Tourists. calendar from Vietnam. Through analysis and testing using SPSS and SmartPLS, the author has confirmed the positive impacts of the technical characteristics of the A.I virtual assistant on tourists' cognitive factors, thereby improving satisfaction and intention to continue using these tools for tourism purposes. Some management implications have been proposed by the author from these findings.