Optimizing hyper personalization by leveraging AI chatbot in tourism. A case study of Da Nang fantasticity chatbot

Abstract

This research aims to understand optimal hyper-personalization by leveraging AI Chatbots in the tourism field while building and testing a research model as well as a scale for factors. With 260 survey samples in Ho Chi Minh City, the research team confirmed the relationship between perceived ease of use and perceived usefulness on users' intention to use AI Chatbots. To further verify, the research team also identified component factors that impact perceived ease of use and perceived usefulness. Specifically, factors such as informativeness, personalization, accessibility, interactivity, security, perceived ease of use and perceived usefulness impact in the same direction on intention to use AI Chatbots in the tourism sector. The team also used qualitative research methods to verify the above results. Through the above results, the authors propose actionable recommendations based on the successes and challenges outlined in the case study of AI Chatbots Danang Fantasticity, thereby providing information for making informed decisions. transparent for businesses and policymakers in the field of AI Chatbots in tourism.