Factors impacting intention to use AI chatbot in tourism: a case study in Vietnam

Abstract

This study looks into the various elements that influence people's intentions to utilize AI chatbots in the tourist industry, with a focus on the Vietnamese market. The report uses a case study technique to find unique insights on the adoption process of AI chatbots in the tourism industry. The investigation includes cultural, contextual, and user experience dimensions, offering a thorough knowledge of the primary factors and difficulties driving tourists' intentions to use AI chatbots in Vietnam.