Two decades of chatbot research in tourism and hospitality: Bibliometric analysis and future directions

Introduction Over the past two decades, the integration of chatbots in the tourism and hospitality sectors has revolutionised customer service and operational efficiency. This paper offers a comprehensive bibliometric analysis of scholarly research on chatbots within these fields from 2003 to 2023. By analysing 398 documents from 278 sources, the study aims to map the evolution of research, identify prominent themes, and highlight influential collaborative networks and schools of thought. The objective is to provide a thorough overview and outline potential future research directions, offering valuable insights for scholars, practitioners, and policymakers interested in the intersection of technology and tourism.Material and Method This study employs bibliometric analysis to systematically review the research landscape of chatbots in tourism and hospitality over the past twenty years. Data was collected from a total of 398 documents sourced from 278 distinct publications. The analysis was conducted using R software, which facilitated a detailed examination of publication trends, keyword frequencies, citation patterns, and co-authorship networks. Key themes and influential research clusters were identified through co-occurrence analysis and network visualisation techniques, providing a clear picture of the evolution and current state of research in this area.Results The bibliometric analysis reveals several significant trends and patterns in chatbot research within the tourism and hospitality sectors. Over the past two decades, there has been a notable increase in publications, with peaks corresponding to advancements in chatbot technology and its applications. Key research themes include customer interaction, operational efficiency, and the impact of chatbots on user experience. Influential collaborative networks and major schools of thought have been identified, highlighting a shift towards interdisciplinary approaches combining technology, management, and consumer behaviour. The study also reveals gaps in current research and emerging areas ripe for further exploration.Conclusion This study offers a detailed overview of chatbot research in tourism and hospitality from 2003 to 2023, mapping research themes, collaborative networks, and key perspectives. It highlights significant progress and identifies opportunities for further technological and academic exploration. This foundational work serves as a reference for future research and practical applications, guiding scholars, practitioners, and policymakers in integrating chatbots in these industries.