Investigating tourism chatbot adoption: the moderating role of privacy concerns

Purpose This research investigates the factors influencing the intention to adopt AI-chatbots within the tourism industry considering the moderating role of privacy concerns, addressing a literature gap in adoption determinants. Design/methodology/approach Hypotheses were tested using partial least squares (PLS) structural equation modelling, based on a sample of 1800 respondents who had engaged in tourism activities within the previous two years. Findings The results reveal that perceived ease of use, perceived usefulness, interactivity, anthropomorphism and perceived intelligence positively influence attitudes towards AI-chatbots. Furthermore, the latter strongly predicts the intention to adopt these technologies. Privacy concerns were found to moderate the relationship between attitudes and the intention to adopt AI-chatbots. Practical implications The findings provide actionable recommendations for tourism service providers, highlighting the need to enhance the interactive and smart characteristics of AI-chatbots while managing privacy concerns to foster user adoption. These recommendations are crucial for developing effective service strategies in the tourism sector. Originality/value This research contributes to the literature by providing a comprehensive model that explains the factors influencing AI-chatbot adoption in the tourism field, filling the gap and giving practical guidance for decision-makers.