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

Authors: Minh Thi Hong Le; Chau Minh Tran; Thu Thi Minh Pham; Chi Ngoc Linh Pham; Dien Phat Nguyen

Addresses: School of International Business-Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, 700000, Vietnam ' School of International Business-Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, 700000, Vietnam ' School of International Business-Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, 700000, Vietnam ' School of International Business-Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, 700000, Vietnam ' School of International Business-Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, 700000, Vietnam

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.

Keywords: AI chatbots; TAM; theory of acceptance model; trustworthiness; ease of use; perceived enjoyment; social presence.

DOI: 10.1504/IJTA.2024.143397

International Journal of Tourism Anthropology, 2024 Vol.9 No.4, pp.300 - 331

Received: 07 Jun 2023
Accepted: 30 Apr 2024
Published online: 17 Dec 2024 *

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