AI chatbot: increasing emotional efficacy in tourism through anthropomorphic theory of acceptance model

Abstract

With the rapid evolution of technology, chatbot artificial intelligence (AI) has become integral in assisting travellers, offering cultural insights, and responding to inquiries. However, scant scholarly attention has been given to the cultural influences shaping AI personalities. This study delves into the cultural underpinnings that AI employs for effective engagement with travellers, alongside exploring linguistic cues used by visitors for travel suggestions. The research utilises AI-powered chatbots in the travel sector, applying the theory of acceptance model (TAM) theory to discern and evaluate customer behavioural intents. A quantitative online survey involving 330 participants was conducted, and structural equation modelling (SEM) with Smart PLS software was employed for analysis. Results underscore the significance of perceived ease of use, anthropomophism (initial trust, perceived enjoyment) as determinants influencing individuals' inclination to use AI chatbots during travel. The study contributes theoretical insights and practical implications arising from these findings.