Whether AI-based Chatbots Influence Destination Visit Intentions?
Nurdin Hidayah (a,b*), Ratih Hurriyati (a), Heny Hendrayati (a)

a) Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154
b) Tourism Department, Politeknik Pariwisata NHI Bandung, Indonesia
Jl. Dr. Setiabudhi No. 186 Bandung 40141
*nurdin.hidayah[at]upi.edu

Abstract

Tourism information search has been significantly impacted by the internet and information and communication technology and what has emerged recently is an AI-based chatbot. This study aims to explain how the influence of the AI-based chatbot recommendation on destination visit intention. This study used a survey method by analyzing a sample of 116 using a simple linear regression analysis technique using IBM SPSS-25 software. The results show that the AI-based chatbot recommendation has a positive and significant effect on destination visit intention. This research contributes novelty to the development of tourist behavior theory in the field of tourism destination marketing, namely by providing empirical evidence that AI-based chatbot recommendations are another factor that can influence tourists^ visiting intentions to a tourism destination in addition to other factors that have been studied so far.

Keywords: Artificial Intelligence- Chatbot- ChatGPT- Visit Intention- Destination Marketing

Topic: Marketing Management, Relationship Marketing, Service Marketing