Engage the Chatbot Way: From a Tourist to Brand Advocate

Abstract

The evolution of chatbots has been revolutionary, especially in the service-dominant sector, which relies heavily on the customer experience. Specifically, the benefits of chatbots, such as streamlining the delivery process, managing point-of-sale systems, and continuous feedback mechanisms, aid service providers to engage customers and nurture enduring relationships. This study aimed to provide a holistic understanding of chatbot engagement and advocacy in the context of tourism and hospitality. The research data were gathered from a cross-sectional survey of 518 tourists/travelers that were selected using convenience sampling and the methodology used is SEM analysis in AMOS version 24. The findings showed the positive effects of potent drivers- technology readiness and information authenticity–on enhancing chatbot engagement. Furthermore, chatbot engagement has been found to be instrumental in improving tourist satisfaction, shaping them into advocates.