Transforming Tourism: The Growth of Chatbots in Travel Facilities

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


The article discusses the flow in message through widespread prompt texts platforms, such as WhatsApp, Facebook Messenger, Snapchat, and Skype, underscoring the changing scenery of customer interactions in the tourism division. It emphasizes the excellent opportunity for businesses in the tourism industry to upraise their services by participating chatbots into their processes, aligning with the increasing of communication on these platforms. Moreover, the article potentials a comprehensive exploration of the evolving landscape of chatbots in the tourism sector, providing insights into successful implementations and strategies. It aims to guide companies in leveraging this technological wave for enhanced customer engagement and improved service delivery.


The tourism business’s information-intensive nature necessitates constant communication, often resulting in high expenses. Customer dissatisfaction, emotional service encounters, and increasing churn are prevalent issues. Deploying chatbots is suggested to address these challenges, offering advantages such as efficient website navigation, quick decision-making support, building social relationships, maintaining customer confidence, and strengthening emotional bonds [1]. This article underscores the transformative potential of chatbots in the tourism sector, driven by the surge in communication on platforms like instant respond chatbots. Notable successes, such as Tec in Store’s 80% customer satisfaction proportion, exemplify the benefits of chatbot adoption. While some sectors, like airlines, restaurant, hotel, lead in chatbot adoption [2]. The article integrates institutional and organizational learning theories to explore factors influencing chatbot adoption. It purposes to recognize how external services in the leisure industry and organizational learning capabilities impact implementation.

How smart of chatbots

Chatbots play a vital role in user interactions by using decision-tree logic based on identified keywords in user inputs. This article guides the conversation, letting the bot to respond appropriately and navigate through different branch of the decision tree. The key to success lies in creating intelligent chatbots capable of understanding and responding to user queries in a manner indistinguishable since a human client facility operative. Smart machines, can accomplish various purposes such as calculation, judgement, logic, reasoning, learning, heuristics, memorization, sensing, and perceiving [3]. The application of chatbots in the tourism industry involves a backend structure and process described in diagram below.

Fig 1: How respond chatbot work

  1. The user’s message experiences filtering and processing within the chatbot’s appliance and central processing unit. Various functions within the engine simulate human intelligence, allowing the chatbot to generate responses that closely resemble human answers.
  2. The chatbot establishes a connection with the company’s constantly updated data.
  3. The data which contains dependable information, for instance the latest details on vacant hotel rooms, charges, available flights, and other relevant data.
  4. Leveraging the connected database, the machine can retrieve and provide instant information to the user. This allows the chatbot to offer real-time respond on availability data.
  5. Each step in the process contributes to the enhancement of the output reply.
  6. The final step involves the chatbot sending a proper reply to the user’s inquiry.

Using chatbot in tourism and hospitality business

Chatbots offer improved accessibility to a company’s benefits, advancing customers in both pre-sale and post-sale processes. Integration with popular prompt texts services similar Facebook Messenger and WhatsApp further enhances user convenience. Chatbots excel in handling public organizational and basic responsibilities, such as preparation schedules, set notices, reservation tickets, and division updates on traffic or weather in several areas [4]. The value of streamlining these tasks contributes to a positive user experience. Chatbots exhibit significant potential across various sectors in the travel business, including inns, cafeterias, car rent facilities, travel helps, and traveler info hubs. The technology offers adaptable solutions that cater to different needs within the tourism sector [5].

Obstacle to use Chatbot in business

In currently year, the media tends to overrate the capabilities of AI and chatbots in handling tasks including medium to large business. The rapid adoption of new messaging services contributes to the rush towards implementing chatbots in the industry. The acceptance of these services may drive the perceived need for chatbot incorporation. Nevertheless, significant technical challenges occur, with language processing being a major concern. Chatbots commonly struggle with understanding and processing verbal and linguistic uncertainty word of user inputs. Specific challenges unique to chatbots include problems in monitoring the overall current of a conversation. Challenges also include managing repeated sentences and appropriately handling unclear data. In additional, The cost of acquiring and setting up chatbot technology presents a noteworthy barrier [6].

Fig 2: Chatbot Barriers Adoption in organization


In the stage of AI (especially Chatbots), early adopters in information-intensive industries gain a crucial first-mover advantage. This planned position allows companies to pioneer new services, leading to benefits such as improved customer engagement and operational efficiency, ultimately positioning them as industry leaders in the rapidly evolving chatbot landscape. In future study can explore consumer-level factors like demographics and assess the difference between moveable application and chatbot features. Additionally, investigate the impact of chatbot embedding across platforms (moveable devices, sites, message application) on acceptance.


  1. D. Ukpabi, B. Aslam, and H. Karjaluoto, ‘Chatbot Adoption in Tourism Services: A Conceptual Exploration’, 2019, pp. 105–121. doi: 10.1108/978-1-78756-687-320191006.
  2. J.-S. Chen, T.-T.-Y. Le, and D. Florence, ‘Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing’, International Journal of Retail & Distribution Management, vol. 49, pp. 1512–1531, Oct. 2021, doi: 10.1108/IJRDM-08-2020-0312.
  3. C. S. Stafie et al., ‘Exploring the Intersection of Artificial Intelligence and Clinical Healthcare: A Multidisciplinary Review’, Diagnostics, vol. 13, no. 12, Art. no. 12, Jan. 2023, doi: 10.3390/diagnostics13121995.
  5. ‘Exploring the Use of Chatbots in Hotels: Technology Providers’ Perspective | Request PDF’. Accessed: Mar. 02, 2024. [Online]. Available:’_Perspective
  6. H.-Y. Shum, X. He, and D. Li, ‘From Eliza to XiaoIce: Challenges and Opportunities with Social Chatbots’, Frontiers of Information Technology and Electronic Engineering, vol. 19, Jan. 2018, doi: 10.1631/FITEE.1700826.

Cite As

Thanaporn P (2024) Transforming Tourism: The Growth of Chatbots in Travel Facilities, Insighrs2Techinfo, pp.1

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