TY - GEN
T1 - Examining the Factors Influencing Diffusion and Adoption of AI Chatbots in Tourism and Travel Industry
AU - Hanji, Sanjay V.
AU - Hungund, Sumukh
AU - Blagov, Evgeny
AU - Desai, Sumanth
AU - Hanji, Savita S.
N1 - Publisher Copyright:
© IFIP International Federation for Information Processing 2024.
PY - 2024
Y1 - 2024
N2 - AI chatbots have become increasingly important in various industries, especially with the rise of artificial intelligence and other emerging technologies. Chatbots engage with customers, address common inquiries, and perform specific tasks. The tourism and travel industry uses AI chatbots to enhance customer service for travellers. However, there is a lack of comprehensive research on the adoption of AI chatbots by the customers in tourism sector. To bridge this research gap, the present study utilizes the theoretical lens of Roger’s diffusion model to investigate the factors that impact the adoption of AI chatbots in the tourism and travel industry. The study employs a quantitative research approach with a cross-sectional design and collects data from 495 frequent travellers through random sampling technique using Google forms. The analysis of the data is conducted using the Partial Least Squares (PLS) approach. The study findings show that relative advantage and trialability have a positive impact on adoption of AI chatbots. Compatibility, complexity and observability remain to be hindering factors for its adoption. Trust significantly moderated the relationship between adoption intention and their actual usage. This paper provides valuable and distinctive perspectives for executives, practitioners, and managerial-level employees within the tourism sector, as well as for system designers and creators of AI chatbot technologies.
AB - AI chatbots have become increasingly important in various industries, especially with the rise of artificial intelligence and other emerging technologies. Chatbots engage with customers, address common inquiries, and perform specific tasks. The tourism and travel industry uses AI chatbots to enhance customer service for travellers. However, there is a lack of comprehensive research on the adoption of AI chatbots by the customers in tourism sector. To bridge this research gap, the present study utilizes the theoretical lens of Roger’s diffusion model to investigate the factors that impact the adoption of AI chatbots in the tourism and travel industry. The study employs a quantitative research approach with a cross-sectional design and collects data from 495 frequent travellers through random sampling technique using Google forms. The analysis of the data is conducted using the Partial Least Squares (PLS) approach. The study findings show that relative advantage and trialability have a positive impact on adoption of AI chatbots. Compatibility, complexity and observability remain to be hindering factors for its adoption. Trust significantly moderated the relationship between adoption intention and their actual usage. This paper provides valuable and distinctive perspectives for executives, practitioners, and managerial-level employees within the tourism sector, as well as for system designers and creators of AI chatbot technologies.
UR - https://www.scopus.com/pages/publications/85180625152
UR - https://www.scopus.com/pages/publications/85180625152#tab=citedBy
U2 - 10.1007/978-3-031-50204-0_13
DO - 10.1007/978-3-031-50204-0_13
M3 - Conference contribution
AN - SCOPUS:85180625152
SN - 9783031502033
T3 - IFIP Advances in Information and Communication Technology
SP - 150
EP - 160
BT - Transfer, Diffusion and Adoption of Next-Generation Digital Technologies - IFIP WG 8.6 International Working Conference on Transfer and Diffusion of IT, TDIT 2023, Proceedings
A2 - Sharma, Sujeet K.
A2 - Metri, Bhimaraya
A2 - Dwivedi, Yogesh K.
A2 - Lal, Banita
A2 - Elbanna, Amany
PB - Springer Science and Business Media Deutschland GmbH
T2 - IFIP WG 8.6 International Working Conference on Transfer and Diffusion of IT, TDIT 2023
Y2 - 15 December 2023 through 16 December 2023
ER -