Understanding the User Adoption Factor for Chat-Bots in Travel and Tourism

The study explores the factors influencing user adoption of AI-based chatbots in the travel sector. The effects of constructs like perceived trust, perceived enjoyment, technological anxiety, anthropomorphism, and perceived intelligence have been studied in relation to adoption intention. The study revealed that perceived trust significantly impacts adoption intention, while perceived enjoyment has a mediating effect. Perceived intelligence influences trust, while anthropomorphism and technological anxiety do not have a significant relationship with trust. The study provides theoretical insights and practical implications regarding technology acceptance and consumer behaviour.