The rise of bots: exploring Malaysians' intention to use chatbots for travel planning / Nur Alissya Nazri, Faiz Izwan Anuar and M Zainul Ridho
Chatbots is a game changer in the travel industry. With enhanced functionality, chatbots emerge as an innovative technology designed to expedite the travel planning process. However, their successful integration into the Malaysian tourism industry is contingent on factors such as perceived ease of u...
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| Format: | Article |
| Language: | en |
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Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
2024
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| Online Access: | https://ir.uitm.edu.my/id/eprint/97771/1/97771.pdf https://ir.uitm.edu.my/id/eprint/97771/ https://www.jthca.org/ |
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| _version_ | 1833321105346002944 |
|---|---|
| author | Nazri, Nur Alissya Anuar, Faiz Izwan Ridho, M Zainul |
| author_facet | Nazri, Nur Alissya Anuar, Faiz Izwan Ridho, M Zainul |
| author_sort | Nazri, Nur Alissya |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | Chatbots is a game changer in the travel industry. With enhanced functionality, chatbots emerge as an innovative technology designed to expedite the travel planning process. However, their successful integration into the Malaysian tourism industry is contingent on factors such as perceived ease of use, perceived usefulness, and, most importantly, trust. Thus, by extending the Technology Acceptance Model (TAM) to include trust as a vital construct, this research seeks to understand how perceived ease of use, perceived usefulness, and trust impact users' behavioral intention to use chatbot technology for travel planning. Using a quantitative approach, the study is expected to be dispersed via an online survey to gather data from Malaysian adults familiar with chatbots. The findings shall have practical implications for the tourism industry, chatbot developers, and businesses aiming to optimize chatbot services for enhanced travel experiences, thus contributing to the evolving landscape of technology adoption in Malaysia's tourism sector. |
| format | Article |
| id | my.uitm.ir-97771 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2024 |
| publisher | Faculty of Hotel & Tourism Management, Universiti Teknologi MARA |
| record_format | eprints |
| spelling | my.uitm.ir-977712024-07-27T18:10:29Z https://ir.uitm.edu.my/id/eprint/97771/ The rise of bots: exploring Malaysians' intention to use chatbots for travel planning / Nur Alissya Nazri, Faiz Izwan Anuar and M Zainul Ridho jthca Nazri, Nur Alissya Anuar, Faiz Izwan Ridho, M Zainul Travel. Voyages and travels (General) Technological innovations Creative ability in technology Chatbots is a game changer in the travel industry. With enhanced functionality, chatbots emerge as an innovative technology designed to expedite the travel planning process. However, their successful integration into the Malaysian tourism industry is contingent on factors such as perceived ease of use, perceived usefulness, and, most importantly, trust. Thus, by extending the Technology Acceptance Model (TAM) to include trust as a vital construct, this research seeks to understand how perceived ease of use, perceived usefulness, and trust impact users' behavioral intention to use chatbot technology for travel planning. Using a quantitative approach, the study is expected to be dispersed via an online survey to gather data from Malaysian adults familiar with chatbots. The findings shall have practical implications for the tourism industry, chatbot developers, and businesses aiming to optimize chatbot services for enhanced travel experiences, thus contributing to the evolving landscape of technology adoption in Malaysia's tourism sector. Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024-04 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/97771/1/97771.pdf The rise of bots: exploring Malaysians' intention to use chatbots for travel planning / Nur Alissya Nazri, Faiz Izwan Anuar and M Zainul Ridho. (2024) Journal of Tourism, Hospitality and Culinary Arts <https://ir.uitm.edu.my/view/publication/Journal_of_Tourism,_Hospitality_and_Culinary_Arts/>, 16 (1). pp. 454-470. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/ |
| spellingShingle | Travel. Voyages and travels (General) Technological innovations Creative ability in technology Nazri, Nur Alissya Anuar, Faiz Izwan Ridho, M Zainul The rise of bots: exploring Malaysians' intention to use chatbots for travel planning / Nur Alissya Nazri, Faiz Izwan Anuar and M Zainul Ridho |
| title | The rise of bots: exploring Malaysians' intention to use chatbots for travel planning / Nur Alissya Nazri, Faiz Izwan Anuar and M Zainul Ridho |
| title_full | The rise of bots: exploring Malaysians' intention to use chatbots for travel planning / Nur Alissya Nazri, Faiz Izwan Anuar and M Zainul Ridho |
| title_fullStr | The rise of bots: exploring Malaysians' intention to use chatbots for travel planning / Nur Alissya Nazri, Faiz Izwan Anuar and M Zainul Ridho |
| title_full_unstemmed | The rise of bots: exploring Malaysians' intention to use chatbots for travel planning / Nur Alissya Nazri, Faiz Izwan Anuar and M Zainul Ridho |
| title_short | The rise of bots: exploring Malaysians' intention to use chatbots for travel planning / Nur Alissya Nazri, Faiz Izwan Anuar and M Zainul Ridho |
| title_sort | rise of bots: exploring malaysians' intention to use chatbots for travel planning / nur alissya nazri, faiz izwan anuar and m zainul ridho |
| topic | Travel. Voyages and travels (General) Technological innovations Creative ability in technology |
| url | https://ir.uitm.edu.my/id/eprint/97771/1/97771.pdf https://ir.uitm.edu.my/id/eprint/97771/ https://www.jthca.org/ |
| url_provider | http://ir.uitm.edu.my/ |