Unveiling the determinants of tourists' behavioural intention to adopt AI-powered chatbots for the hospitality and tourism industry: Revising the UTAUT2 model

Abstract

Emerging technologies, such as artificial intelligence (AI), including chatbots, are now transforming the hospitality and tourism industry. Chatbot technology is an excellent tool for enhancing communication, boosting service delivery efficiency, reducing costs, and improving the tourist experience. Despite their potential benefits, the adoption of AI-powered chatbots in Goa's hospitality and tourism industry remains low, underscoring the need to identify the determinants influencing tourists' behavioural intention to adopt this technology and use behaviour. Therefore, this study examines the key determinants influencing tourists' behavioural intentions to adopt AI-powered chatbots in the hospitality and tourism industry. In addition, the study also examines the impact of tourists' behavioural intentions to adopt AI-powered chatbots on use behaviour. For this purpose, a revised UTAUT2 model is assessed by leveraging a quantitative research approach. Structured questionnaires were distributed to a total of 400 inbound and outbound tourists, of which 227 respondents who were aware of AI-powered chatbots were chosen as the respondents for this study based on purposive sampling. The collected data were analysed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) in SmartPLS 4.0. The findings revealed that attitude, performance expectancy, effort expectancy, social influence, facilitating conditions, and perceived enjoyment significantly influence tourists' behavioural intention to adopt AI-powered chatbots, whereas automation and habit do not significantly influence their behavioural intention to adopt AI-powered chatbots. This study has implications for tourism managers and policymakers in the tourism and hospitality industry, who can gain insights into the factors that can encourage tourists to adopt A-based facilities.