Analyzing Chatbot Adoption in Tourism: The Key Part of Psychological Ownership

By: Phattanaviroj Thanaporn, Business Administration Department, Asia University, Taiwan,


This article stands out by concentrating on chatbots for client relationship management in travel business, diverging from the main AI literature in the field. By introduces physical possession as a critical theoretic context, aiming to explore probable drawbacks associated with chatbot integration in tourism. Findings from a survey involving customers to expose that substituting human interactions with chatbots contracts tourists’ sense of psychological ownership. By shedding light on the adverse effects of chatbot trust.


AI technology and chatbot are changing the tourism industry, with McKinsey guessing it will accomplish 95% of client relations in 2025. Nevertheless, researchers are concerned about the probable negative impact on customer relationships in tourism business. Chatbots lack human emotions and empathic connections, making it difficult for customers to develop meaningful associations. This article inspects the probable damaging effect of chatbots on client rebooking purpose, reports customers’ meets with AI-based informal bots, and offers experiential suggestion in travel [1].

Chatbots with the Psychological Ownership

Psychological ownership, is used to understand the probable harmful effect of chatbots on client relationships in tourism business. It comprises four components: efficiency, responsibility, belongingness, and identity, along with expectations of control, information sharing, and socioemotional needs [2]. Chatbots’ limits in expressive linking, personalization, humanoid decision, and flexibility contribute to lesser emotional state of physical possession related to humanoid accomplished relations. Chatbots’ nonexistence of expressive linking can hinder physical possession, making it difficult for persons to progress self-identity, as customers may feel less self-efficacy and accountable [3].

Method- data collection

Two-hundred potential travelers were engaged through a UK market business with a connected invite. To contribute, replier had to: 1-have new booking a guesthouse lately; 2-consider new booking the guesthouse for their following trip. Personalities summit the necessities were focused to a site that acceptable them to network in a text basement chat with the hotel’s humanoid operate or numeral associate, dependent on client arbitrarily allocated state. In realism, they were all discussion with a humanoid: the resolution was to comparison the clients’ observations across investigational surroundings. Respondents reported the psychological ownership, relationship commitment, and rebooking intention. They also rated the technology proficiency. Additionally, they were requested whether they had previously practiced AI chatbots.[4]


Chatbots can negatively impact tourists’ physical possession, disturbing their logic of belongingness, effectiveness, responsibility, and personal image. This can lead to decreased relationship commitment and rebooking intention [5]. According to the study, advise that travel directors should improve clients’ emotional possession by providing clear advices, directed troubleshooting, and communicating lessons. Break dejected problems into controllable stages and adding improvement indicators can boost confidence in problem-solving abilities. Providing more options and weighing pros and cons can also empower to their clients.


The tourism company can enhance self-identity by providing personalized recommendations and customizable interactions. Although Chatbots probably offer customers the option to select a personality or agent to represent themselves through relations [6]. In the same time, Chatbots can inform clients about attraction clusters, information sheet, or contributions that align with their benefits or individualities [7]. In future study could encouraged to explore the specific characteristics acting as boundary conditions for the effects identified and there is a need for investigations into the characteristics that act as limiting factors for the effects observed which measure actual customer behavior, offering a more inclusive considerate of the long-term impact of chatbot-managed relationships.


  1. R. Pillai and B. Sivathanu, ‘Adoption of AI-based chatbots for hospitality and tourism’, International Journal of Contemporary Hospitality Management, vol. 32, pp. 3199–3226, Sep. 2020, doi: 10.1108/IJCHM-04-2020-0259.
  2. W. Zhou, S. Li, and X. Meng, ‘Study on the Effect of Customer Psychological Ownership on Value Co-Creation under Service Ecosystem’, Sustainability, vol. 14, p. 2660, Feb. 2022, doi: 10.3390/su14052660.
  3. T. Xie, I. Pentina, and T. Hancock, ‘Friend, mentor, lover: does chatbot engagement lead to psychological dependence?’, Journal of Service Management, vol. 34, pp. 806–828, May 2023, doi: 10.1108/JOSM-02-2022-0072.
  4. S. Melián-González, D. Taño, and J. Bulchand-Gidumal, ‘Predicting the intentions to use chatbots for travel and tourism’, Current Issues in Tourism, vol. 24, pp. 1–19, Dec. 2019, doi: 10.1080/13683500.2019.1706457.
  5. ‘JTAER | Free Full-Text | The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review’. Accessed: Mar. 03, 2024. [Online]. Available:
  6. ‘JTAER | Free Full-Text | Chatbot-Based Services: A Study on Customers’ Reuse Intention’. Accessed: Mar. 03, 2024. [Online]. Available:
  7. J. Kühnel, M. Koschutnig-Ebner, and M. Ebner, ‘Chatbots for Brand Representation in Comparison with Traditional Websites’, International Journal of Interactive Mobile Technologies (iJIM), vol. 14, pp. 18–33, Nov. 2020, doi: 10.3991/ijim.v14i18.13433.

Cite As

Thanaporn P (2024) Analyzing Chatbot Adoption in Tourism: The Key Part of Psychological Ownership, Insighrs2Techinfo, pp.1

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