Artificial intelligence and its influence on sustainable travel agencies business: The role of chatbots in creating tourist arrangements

Among the innovations that have garnered significant attention is the use of chatbots, which serve as automated agents designed to facilitate communication and streamline processes for both travel agencies and their clientele. This paper will explore how chatbots contribute to the sustainability of agency businesses by enhancing operational efficiency, improving customer experience, and embodying modernity and innovation. The research included 243 travelers who used ChatGPT for their trips, and factor analysis and Structural Equation Modeling (SEM) were used to analyze the data. The result was that chatbot users gather their positive experiences around three key factors: Simplicity of travel, Frequency of travel and Organization of travel, which confirmed the main hypothesis H that the deployment of chatbots not only aligns agency businesses with contemporary trends but also significantly enhances their operational efficiency, customer satisfaction, and overall market presence. One of the main limiting factors for the application of chatbots is the low prevalence of software that has such functions. The adoption of chatbots serves as a clear indicator of modernity and innovation within agency businesses, positioning them as forward-thinking entities in an ever-evolving market.