The role of AI chatbots in fostering sustainable tourism destinations’ brand image and authenticity in Vietnam

Purpose To investigate the role of AI chatbots in shaping tourists' perceptions of sustainable tourism destinations during the pre-visit phase, this research examines how two dimensions of AI chatbots – information-related elements (quality, quantity, diagnosticity, relevance and value-added) and interaction elements (perceived enjoyment, accountability and anthropomorphism) – affect the brand image and authenticity of sustainable tourism destinations. These factors influence tourists' intention to visit and willingness to pay a premium for sustainable travel experiences. Additionally, the study also examines tourists’ characteristics, such as nature connectedness and personal innovativeness, as moderators of these associations. Design/methodology/approach Data from 508 respondents in Vietnam collected through a questionnaire survey were analyzed using PLS-SEM. Findings Findings indicate that diagnosticity and relevance shape the brand image, while authenticity is influenced by quality and relevance. Interaction factors significantly affect brand image, with authenticity solely impacted by perceived anthropomorphism. Furthermore, both sustainable destination brand image and authenticity significantly influence visit intention. Notably, personal innovativeness strengthens the association between the brand image of sustainable destinations and users' acceptance of higher prices. Originality/value To the best of the authors' knowledge, this is the first study to explore how AI chatbots enhance sustainable tourism destination brand image and authenticity. This research offers novel perspectives into leveraging AI chatbots for sustainable destination recommendations, contributing to sustainable tourism development in emerging countries and advancing the United Nations' Sustainable Development Goals (SDG 11 and 12).