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Examining Consumer’s Intention to Adopt AI-Chatbots in Tourism Using Partial Least Squares Structural Equation Modeling Method

Author

Listed:
  • Farrukh Rafiq

    (Department of Business Administration, College of Administrative and Financial Sciences, Jeddah-M Campus, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

  • Nikhil Dogra

    (Department of Management Studies, NIT Hamirpur, Hamirpur 177005, India)

  • Mohd Adil

    (Department of Management Studies, NIT Hamirpur, Hamirpur 177005, India)

  • Jei-Zheng Wu

    (Department of Business Administration, Soochow University, Taipei 100, Taiwan)

Abstract

Artificial intelligence (AI) is an important link between online consumers and the tourism industry. AI-chatbots are the latest technological advancement that have shaped the tourism industry. AI-chatbots are a relatively new technology in the hospitality and tourism industries, but little is known about their use. The study aims to identify factors influencing AI-chatbot adoption and their use in improving customer engagement and experiences. Using an offline survey, researchers collected data from 530 respondents. Using the structural equation modeling technique, the conceptual model was empirically tested. According to the results, the S-O-R theoretical framework is suitable for evaluating chatbot adoption intentions. Additionally, the structural model supported the ten hypotheses, validating the suggested directions of substantial impacts. In addition to practitioners and tourism managers, this study also has broad implications for scholars.

Suggested Citation

  • Farrukh Rafiq & Nikhil Dogra & Mohd Adil & Jei-Zheng Wu, 2022. "Examining Consumer’s Intention to Adopt AI-Chatbots in Tourism Using Partial Least Squares Structural Equation Modeling Method," Mathematics, MDPI, vol. 10(13), pages 1-15, June.
    • Handle: RePEc:gam:jmathe:v:10:y:2022:i:13:p:2190-:d:845975
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    1. Julian Vasilev (ed.), 2023. "Digitalization, big data and business intelligence," Digitization, big data, artificial intelligence, Publishing house "Science and Economics" Varna, number 24, September.

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