Digital Transformation in Tourism Platforms: Examining User Satisfaction Towards AI Chatbots

Abstract

The digital revolution in the tourism industry is progressing at an accelerated rate of change as major innovations of artificial intelligence and platform-based developments are incorporated. One of these new technologies is the AI-driven chatbots, which has become prominent in the domain of digital enabler that can change customer interaction and service experiences on tourism platforms. Conceptual paper will elaborate how AI chatbots can be used to enhance the digital transformation in tourism platforms through focusing on user satisfaction as a crucial success factor of chatbot mediated interaction. This paper will discuss the potential of chatbots and how such capabilities influence the perception and satisfaction of customers of the tourism services by collecting information about the literature on digital transformation, service excellence, and customer experience through the use of technology. The research paper contributes to the current body of knowledge about tourism and digital innovation since it offers a conceptual view of service transformation with chatbots and its potential to enhance the process of digital tourist experiences.