Examining the Factors Influencing Diffusion and Adoption of AI Chatbots in Tourism and Travel Industry

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.