Exploring customer intention of chatbot in tourism and hospitality sectors: a systematic review and way forward
Xiaoqi Xu, Yuxia Chen · Tourism Recreation Research · 2025
The growing use and acceptance of AI-powered chatbots have significantly impacted the practice of relationship marketing, as well as the tourism and hospitality industries. Nevertheless, conventional models such as the Technology Acceptance Model (TAM) have often proved inadequate for elucidating customer intention (CI) with respect to sophisticated AI technologies, which underscores the need for revised marketing strategies. This study conducts a systematic literature review (SLR) on CI towards chatbots, categorising and examining 38 pertinent articles concerning CI within the tourism and hospitality domain. It scrutinises the papers based on the type of chatbot and four categories of antecedents (psychological, technological, social, and behavioural) of CI, while also considering its outcomes and conditions. From the SLR, a research agenda is crafted to lead future investigations, and practical recommendations are presented for organisations in the tourism and hospitality sector.