Understanding the continuance intention to use voice assistants in the context of halal tourism

Purpose As Halal tourism evolves and new technologies like voice assistants emerge, it becomes crucial to explore the factors driving their long-term use. Particularly, this research aims to shed light on the determinants of the continuance intention to use voice assistants for purchasing Halal tourism products. Design/methodology/approach An online survey was conducted using a convenience sample of 321 Muslims who had used Alexa and/or Google Assistant in the past year to purchase a Halal tourism product. The questionnaire was distributed via social media platforms, particularly within groups dedicated to Muslim tourists. The collected data were analysed using partial least squares analysis. Findings The data analysis shows that users are more satisfied with voice assistants when they see them as useful for purchasing Halal tourism products. Satisfaction is also enhanced when their experience meets their expectations. When the latter are confirmed, voice assistants are perceived as more useful. Consistent with the expectation-confirmation model, continuance intention is fostered by user satisfaction and perceived usefulness. It is also enhanced by sociopsychological factors, i.e. trust, scepticism, religiosity and social influence. Finally, the findings reveal the mediating role of satisfaction within the proposed model. Originality/value This study offers original insights by examining the adoption of voice assistants within the specific context of Halal tourism. To this end, an extension of the expectation-confirmation model has been adopted. Similarly, unlike previous studies that have focused on the short-term adoption of voice assistants, this one has the merit of looking at long-term adoption behaviour through the study of continuance intention.