Perception of Tourists on Chatbot Service Usage on Tourism Destination: A Study of Kainji Lake National Park, Nigeria
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Abstract
Quest for satisfying tourists and customers’ expectations across the globe led to the development and application of various information communication technologies (ICT) in the hospitality and tourism industry. These information communication technologies have been adopted by tourism enterprises and managers such as Email, Mobile Phone, Social Media Networking (Facebook, WhatsApp, Zoom, Artificial Intelligence). Also, the quest for providing friendly interaction among tourists and destination managers further led to the development of one of the artificial intelligence algorithms known as chatbot. Chatbots are Artificial Intelligence (AI) test and/or voice-based virtual assistants that aid customers to get what they ask for quickly and accurately through a conversation in natural human language. Chatbots have been reported to be the technology for hotels, travel agencies, and airlines, however, there is no evidence-based research on the factors that explain consumers’ willingness to interact with chatbots. It is on this basis that this research is carried out. The research examined tourists’ usage of chatbots, focusing on the Kainji Lake Park (Nigeria). It is an exploratory research that utilized descriptive statistics to analyze data collected. The findings reveal that tourists are aware of the existence of chatbots as deployed to tourism industry. Also, it found that chatbots enhance destination information search. As an emerging market, stakeholders and management in the tourism industry should integrate chatbots into their main information communication technologies to enhance customer patronage.
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