NORMALINI MD KASSIM

UNDERSTANDING CONSUMER INTENTION TO ADOPT AI CHATBOTS IN SAUDI TOURISM A CONCEPTUAL FRAMEWORK

2025 · Zenodo (CERN European Organization for Nuclear Research)

Abstract Purpose: This research investigates the determinants influencing travelers’ intention to adopt and use AI-driven chatbots in tourism planning and decision-making. Despite the growing integration of artificial intelligence (AI) in the tourism and hospitality industry, …