Adoption of AI-based chatbots for hospitality and tourism

Abstract

The world has been experiencing a pandemic of horrific contagion since the beginning of the covid plague. At the same time, ensuring a safe distance is a huge issue and potential for the tourism business. To this end, AI Chatbots is provided as a positive solution. It is virtual people who can converse with any human utilizing interactive text capabilities. By expanding the technology adoption model (TAM) with context-specific characteristics, this study aims to discover and assess consumers' behavioral intention and actual usage (AUE) of artificial intelligence (AI)-powered chatbots for hospitality and tourism in Ho Chi Minh City. Multiple regression analysis with datasets collected from 400 participants through questionnaires, to test the factors in the proposed model. Aside from the technique, we address its applicability to tourism and provide a case study