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April 22, 2026International Journal of Academic Research in Economics and Management SciencesOpen Access

Understanding Consumer Intention to Adopt AI Chatbots in Saudi Tourism: A conceptual Framework

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Authors

TMTalidi Ali Jubran MNKNormalini Md Kassim

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Overview

Quantitative research examines factors influencing travelers' intent to use AI chatbots in tourism, suggesting enhanced user trust is vital.

Key Points

  • This research aims to identify factors affecting travelers' intention to adopt AI chatbots for planning their trips.
  • Integrated Diffusion of Innovation and Theory of Planned Behaviour frameworks
  • Quantitative, cross-sectional design using purposive sampling
  • Structural equation modeling to test fourteen hypotheses
  • Perceived behavioral control, attitude, initial trust, and subjective norm significantly influence intention to use AI chatbots
  • Personal innovativeness moderates these relationships
  • The findings extend existing technology adoption theories to the tourism sector

Cite This Study

M et al. (2026) studied this question.

synapsesocial.com/papers/69e864866e0dea528dde954ahttps://doi.org/10.6007/ijarems/v15-i2/28012
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