Decoding chatbot success in hospitality: affective and cognitive pathways driving consumer endorsement and usage of hotel apps

Purpose In the context of the luxury clientele in the hotel industry in Egypt, this research explores the key factors that influence the adoption of hotel applications facilitated by chatbots by consumers in practice. The article supports the notion that the technology acceptance model (TAM) and parasocial interaction theory are complementary and offer an integrated perspective on functional and emotional motives behind an interaction with chatbots. Design/methodology/approach A quantitative design was used to test the relationships between the constructs of the study using structural equation modeling (SEM) to test the hypotheses proposed. The sample was a sample of 418 customers of five-star hotels in Egypt. Findings The results indicate that consumer compatibility has a positive influence on parasocial interaction and perceived usefulness of chatbot apps. In addition, parasocial interaction is a significant predictor of usefulness and endorsement; on the other hand, usefulness predicts endorsement. Further mediation analysis shows that the relationship between the concepts of consumer compatibility and endorsement is mediated by parasocial interaction and perceived usefulness. Practical implications Hotel managers ought to create culturally responsive artificial intelligence (AI) chatbots in line with the profiles and communication needs of the guests in order to boost the utilitarian value and minimize technology resistance. IT departments and guest experience directors need to collaborate in order to incorporate chatbots into brand-aligned guest experiences. A combination of speed, accuracy, ease of use and human-like interaction makes chatbots beneficial in facilitating hospitality service excellence and enhancing the overall customer experience. Originality/value The combination of TAM and parasocial interaction theory helps to create a new integrative model of assessing the acceptance of chatbots in the context of luxury hospitality. It adds to the academic discourse by expanding on the technological functionality aspect and adding emotional and relational aspects of AI interaction. In practice, hotel administrators are provided with practical advice on how they can maximize AI-based guest services in terms of both operational and emotional experiences in high-touch service settings.