Role of tourist-chatbot interaction on visit intention in tourism: the mediating role of destination image

Abstract

ABSTRACT The current research examined the link between the informativeness of tourist-chatbot interaction, destination image, and visit intention in two studies. In the first study, 111 participants were asked to interact with ChatGPT about a destination (i.e. Batumi) for 5–10 min. The conceptual model was analyzed using the Structural Equation Modelling framework. Findings suggested that the informativeness of tourist-chatbot interaction would increase destination image and visit intention. Destination image was also directly and positively related to visit intention. Specifically, destination image mediated the link between the informativeness of tourist-chat bot interaction and visit intention. A second study (N = 184) was conducted, in which the entire procedure was the same as the first study, to test the replicability of the current findings. Consequently, all results remained consistent with the first study. This is the first study to show the mediating role of destination image in the link between human-machine interaction and visit intention in tourism research. Thus, the findings would expand the current understanding regarding the role of human-machine interaction on attitude and behaviour.