Kamal, M. A. I. M., M. A. Ma’asor @ Mansor, N. A. J. Zakaria, P. N. E. Arifin, and M. P. Yusoh. “FROM TRADITIONAL TO DIGITAL: EVALUATING THE CONTRIBUTION OF CHATBOT EFFECTIVENESS TO CONSUMER ACCEPTANCE IN HOSPITALITY AND TOURISM”. JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM), vol. 10, no. 42, Dec. 2025, pp. 389-97, doi:10.35631/JTHEM.1042025.