Short answer

Shift focus from showcasing AI capabilities to empowering users and delivering highly tailored, engaging experiences through AI chatbots in the travel sector.

Field: Innovation & Markets
Source: GeoJournal of Tourism and Geosites (2025)
Method: Quantitative survey and structural equation modeling
Sample: 450 participants
Evidence: Moderate effect

For AI chatbots to be successfully adopted and retained in the hospitality and tourism sectors, designers should prioritize features that enhance user confidence and provide highly personalized experiences, rather than solely focusing on the perceived advantages of the technology itself. This innovation & markets research insight is drawn from a 2025 study published in GeoJournal of Tourism and Geosites. Using Quantitative survey and structural equation modeling with 450 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Shift focus from showcasing AI capabilities to empowering users and delivering highly tailored, engaging experiences through AI chatbots in the travel sector.

Study

Innovation & MarketsNew This WeekModerate effect

Personalization and User Confidence Drive Sustained Use of AI Chatbots in Tourism

GeoJournal of Tourism and Geosites · 2025

Key Findings

01Perceived advantage of GenAI chatbots did not significantly predict sustained intention to use them.
02Technical self-efficacy and perceived personalization were significant predictors of sustained intention to use GenAI chatbots.
03Intrinsic factors (self-efficacy) and experiential benefits (personalization) are more critical than perceived technological superiority for continued adoption.

Application

Design takeaway

Shift focus from showcasing AI capabilities to empowering users and delivering highly tailored, engaging experiences through AI chatbots in the travel sector.

How to apply

When designing or iterating on AI chatbots for travel, ensure the user interface is easy to navigate and provides clear, personalized recommendations supported by visual aids.

Project actions

01Consider how your design can build user confidence in interacting with new technology.
02Think about how to collect user data to offer truly personalized recommendations.

Method & Evidence

AimWhat factors influence tourists' sustained intention to utilize generative AI chatbots for hotel bookings and travel-related activities?

MethodQuantitative survey and structural equation modeling

ProcedureA survey was administered to 450 tourists in the USA to collect data on their perceptions of GenAI chatbot strengths, perceived advantage, technical self-efficacy, perceived personalization, and their intention to continue using chatbots. The data were analyzed using partial least squares–based structural equation modeling.

Sample450 participants

ContextHospitality and Tourism industries, specifically for booking and travel-related activities.

Variables

IV["GenAI chatbot strengths","Perceived advantage","Technical self-efficacy","Perceived personalization"]

DVIntention to continue using chatbots

CV["Demographics of participants","Location (USA)","Domain (Hospitality & Tourism)"]

Strengths & Limitations

Strengths

+Utilizes a robust theoretical framework (Social Cognitive Theory).
+Employs advanced statistical analysis (PLS-SEM).
+Large sample size.

Limitations

The study relies on self-reported intentions, which may not perfectly predict actual behavior. The specific AI chatbots used or imagined by participants could influence results.

Reliability & validity

The study's reliability would be supported by the consistent application of the survey instrument and statistical analysis. Validity is addressed through the use of established constructs from Social Cognitive Theory and rigorous SEM analysis.

Think critically

How might cultural differences impact the relative importance of perceived advantage versus personalization in AI chatbot adoption?

Design Principles

"User adoption of AI technologies is driven by a combination of user confidence and personalized, experiential value."

Understanding the drivers of sustained user intention is crucial for businesses in the hospitality and tourism industries looking to leverage AI chatbots. This research highlights that perceived personalization and user self-efficacy are more influential than general perceived advantages, guiding investment in features that truly resonate with users.

What This Means for Your Design

People will keep using AI travel assistants if they feel good using them and if the assistant gives them personalized tips, not just because the AI is smart.

How to use in your project

1.Reference this study when discussing user adoption challenges and strategies for AI-powered products.
2.Use the findings to justify design choices that prioritize personalization and user support.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that sustained user engagement with generative AI chatbots in sectors like tourism is more strongly influenced by factors such as user confidence (technical self-efficacy) and the perceived personalization of the service, rather than solely the perceived advantages of the technology itself. Therefore, design efforts should focus on creating intuitive interfaces that build user trust and delivering tailored recommendations, potentially augmented with rich media, to foster continued use.

Source

GeoJournal of Tourism and Geosites

ANTECEDENTS INFLUENCING THE SUSTAINED INTENTION TO UTILIZE GENERATIVE ARTIFICIAL INTELLIGENCE CHATBOTS WITHIN THE DOMAINS OF HOSPITALITY AND TOURISM

journal · 2025

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Questions About This Research

What does the research say about personalization and user confidence drive sustained use of ai chatbots in tourism?: Shift focus from showcasing AI capabilities to empowering users and delivering highly tailored, engaging experiences through AI chatbots in the travel sector. Evidence: GeoJournal of Tourism and Geosites (2025).
Why does "Personalization and User Confidence Drive Sustained Use of AI Chatbots in Tourism" matter for design?: Understanding the drivers of sustained user intention is crucial for businesses in the hospitality and tourism industries looking to leverage AI chatbots. This research highlights that perceived personalization and user self-efficacy are more influential than general perceived advantages, guiding investment in features that truly resonate with users.
How can designers apply this research?: Shift focus from showcasing AI capabilities to empowering users and delivering highly tailored, engaging experiences through AI chatbots in the travel sector.
What were the main findings?: Perceived advantage of GenAI chatbots did not significantly predict sustained intention to use them.. Technical self-efficacy and perceived personalization were significant predictors of sustained intention to use GenAI chatbots.. Intrinsic factors (self-efficacy) and experiential benefits (personalization) are more critical than perceived technological superiority for continued adoption.
What research method was used?: Quantitative survey and structural equation modeling with 450 participants.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2025 journal from GeoJournal of Tourism and Geosites.
What should I do differently in my next project?: When designing or iterating on AI chatbots for travel, ensure the user interface is easy to navigate and provides clear, personalized recommendations supported by visual aids.
What are the limitations?: The study was conducted with participants from the United States, potentially limiting the generalizability of findings to other cultural contexts. The focus was on tourists, and findings may differ for other user groups within the hospitality sector.