FROM TRADITIONAL TO DIGITAL: EVALUATING THE CONTRIBUTION OF CHATBOT EFFECTIVENESS TO CONSUMER ACCEPTANCE IN HOSPITALITY AND TOURISM

Abstract

Chatbots, have emerged as a game-changing tool in a number of industries, including tourism, due to the quick development of artificial intelligence (AI). This study examines the crucial element of perceived usefulness (PU) as a factor influencing chatbot adoption in the travel and tourism sector. Even while chatbots have potential benefits including real-time travel support, booking automation, and fast client connectivity, many travel firms frequently undervalue the full extent of these advantages. Adoption may be delayed or met with resistance as a result of this unclear understanding, especially if the perceived utility is unclear. By concentrating on the function of perceived usefulness, this study seeks to investigate the acceptability of chatbots within the tourism sector, providing both theoretical and practical contributions to the understanding of technology adoption in contemporary tourism services. The outcome shows that the acceptance of chatbot use in the travel sector was positively influenced by perceived usefulness. This study will provide industry participants with empirical support for strategically investing in and implementing chatbot technology, which will ultimately improve the visitor experience by providing faster, more personalized assistance while increasing the local economy's digital transformation and competitiveness in the global market.