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Predicting the intentions to use chatbots for travel and tourism

Author

Listed:
  • Santiago Melián-González
  • Desiderio Gutiérrez-Taño
  • Jacques Bulchand-Gidumal

Abstract

As with other businesses, tourist companies are taking advantage of modern technologies. Chatbots are a recent technology that hotels, travel agencies, and airline companies are adopting. Despite this industry-wide implementation, there is no evidence about the factors that explain why consumers are willing to interact with chatbots. This work proposes a model to explain chatbot usage intention. The model and its hypotheses were tested by structural equations with the PLS technique. The study was conducted on a sample of 476 individuals who had travelled on vacation in the previous 12 months. The study reveals that the intentions behind using chatbots are directly influenced by the following factors: the chatbots’ expected performance, the habit of using chatbots, the hedonic component in using them, the predisposition to using self-service technologies, the social influences, and the fact that the chatbot behaves like a human. The inconvenience and problems related to communicating with the chatbot were found to have a negative influence. Lastly, the possibility that chatbots could replace jobs had a surprisingly positive influence, and not a negative one.

Suggested Citation

  • Santiago Melián-González & Desiderio Gutiérrez-Taño & Jacques Bulchand-Gidumal, 2021. "Predicting the intentions to use chatbots for travel and tourism," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(2), pages 192-210, January.
    • Handle: RePEc:taf:rcitxx:v:24:y:2021:i:2:p:192-210
    DOI: 10.1080/13683500.2019.1706457
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    Cited by:

    1. Singh, Pratibha & Sharma, Mahak & Daim, Tugrul, 2024. "Envisaging AR travel revolution for visiting heritage sites: A mixed-method approach," Technology in Society, Elsevier, vol. 76(C).
    2. Sooyun Kim & Minjeong Ko & Luri Lee, 2025. "Recipes for consumer loyalty intentions toward AI speakers: A complexity theory approach," Service Business, Springer;Pan-Pacific Business Association, vol. 19(2), pages 1-23, June.
    3. Pathak, Kanishka & Prakash, Gyan & Samadhiya, Ashutosh & Kumar, Anil & Luthra, Sunil, 2025. "Impact of Gen-AI chatbots on consumer services experiences and behaviors: Focusing on the sensation of awe and usage intentions through a cybernetic lens," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    4. Jan, Ihsan Ullah & Ji, Seonggoo & Kim, Changju, 2023. "What (de) motivates customers to use AI-powered conversational agents for shopping? The extended behavioral reasoning perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Mariani, Marcello M. & Hashemi, Novin & Wirtz, Jochen, 2023. "Artificial intelligence empowered conversational agents: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 161(C).
    6. Sonal Ahuja & Vaibhav Sharma & Simarjeet Singh, 2025. "Is fintech chatbot adoption a far-off aspiration? Establishing adoption model using ISM-MICMAC approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 59(1), pages 413-437, February.
    7. Ma, Xiaoyue & Huo, Yudi, 2023. "Are users willing to embrace ChatGPT? Exploring the factors on the acceptance of chatbots from the perspective of AIDUA framework," Technology in Society, Elsevier, vol. 75(C).
    8. Mengjun Li & Ayoung Suh, 2022. "Anthropomorphism in AI-enabled technology: A literature review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2245-2275, December.
    9. Li, Tian-Ge & Zhang, Chu-Bing & Chang, Ying & Zheng, Wei, 2024. "The impact of AI identity disclosure on consumer unethical behavior: A social judgment perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    10. Massilva Dekkal & Manon Arcand & Sandrine Prom Tep & Lova Rajaobelina & Line Ricard, 2024. "Factors affecting user trust and intention in adopting chatbots: the moderating role of technology anxiety in insurtech," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 699-728, September.
    11. Taoufiq Dadouch & Bouchra Bennani & Malika Haoucha, 2023. "Consumer Acceptance of Mobile Shopping Apps, From Basic Apps to AI-Conversational Apps: A Literature Review," Post-Print hal-04194657, HAL.
    12. Kamoonpuri, Sana Zehra & Sengar, Anita, 2023. "Hi, May AI help you? An analysis of the barriers impeding the implementation and use of artificial intelligence-enabled virtual assistants in retail," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    13. Luis Matosas-López, 2025. "The influence of brand credibility and brand loyalty on customer satisfaction and continued use intention in new voice assistance services based on AI," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(1), pages 180-201, March.
    14. Habib, Muhammad Danish & Attri, Rekha & Salam, Mohammad Asif & Yaqub, Muhammad Zafar, 2025. "Retail consumers' conundrum: An in-depth qualitative study navigating the motivations and aversion of chatbots," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    15. Mark Anthony Camilleri & Ciro Troise, 2023. "Live support by chatbots with artificial intelligence: A future research agenda," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 61-80, March.

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