The Consequences of Digital Concierge Chatbots Acceptance on Hotel Guest Experience and Satisfaction at IHG Hotel and Resort

Rapid Technological development Rapid technological developments give rise to new technologies, one of which is smart technology. Many sectors, including the hospitality industry, have significantly used smart technology. IHG Hotels & Resorts is one of the hotel brands currently using smart technology, specifically the “digital concierge” Chatbot. The use of chatbots can assist visitors who require hotel-related information. The Chatbot’s information has been programmed to respond to guest queries. Implementing chatbots at IHG Hotels & Resorts can facilitate the visitor experience and increase guest satisfaction. Participants in this study ranged from 16 to more than 40 years old. They surveyed using a questionnaire as part of a quantitative research methodology. We examined these data using a Structural Equation Model (SEM) and SmartPLS. This study was conducted to determine whether Chatbot can enhance the guest experience and increase guest satisfaction. The findings of this study indicate that the use of Chatbots has a significant positive impact on enhancing the guest experience and increasing guest satisfaction.