How Can Chatbots Help Companies to Improve the Customer Experience Offered to Their End Users/Customers in the Tourism Industry?

This study examines the intention of Greek tourists who visit national touristic destinations to adopt Artificial Intelligence (AI) chatbots in the tourism sector. Using the UTAUT2 model as a framework, data were collected through a closed-ended questionnaire and analyzed with correlation and regression methods to identify the main drivers and barriers to this adoption. Results show that specific factors such as performance expectancy, hedonic motivation, and perceived innovativeness significantly and positively influence chatbot usage, emphasizing the role of usefulness, enjoyment, and innovation in shaping user acceptance. Conversely, factors such as inconvenience, habit, and difficulty of use negatively affect adoption, indicating the importance of overcoming usability challenges and resistance to change. These findings highlight the need for the development of accessible and engaging chatbot systems and underscore the value of continuous technological improvements. The study concludes that adopting AI-driven solutions can help tourism providers personalize services, improve operational efficiency, and enhance customer satisfaction, fostering sustainable competitiveness in the sector.