New technologies have transformed the way businesses around the world communicate with customers. The tourism industry has kept abreast of developments and adopted new service delivery methods. Aided by artificial intelligence, chatbots reshape tourists’ attitudes by accompanying themduring all stages of their journey, from planning to travelling, providing exceptional convenience benefits as well as autonomy in time and place. Tourist enterprises offer the solution of chatbots as a communication and service alternative for saving money and human resources.
The present research attempts to investigate the factors influencing users’ chatbot adoption intention. The relevant literature review from 2017 to 2022 reveals that anthropomorphism and perceived intelligence are common factors influencing adoption intention. Habit, social influence, performance expectancy as well as trust, utility, interaction, and attitudes, in combination with variables affecting chatbot quality, such as reliability, understandability, and assurance, also affect usage. In addition, the research can trigger investigation and assessment of the factors encouraging users and non-users to take advantage of chatbots to a great extent, and encourage further research of various other factors, which have not yet been explored.
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