Refilling Knowledge and Intention to Use Travel Chatbot: Indonesian Context

Industry 4.0 has touched all sectors of industry, including tourism. The digital world has brought competition to a higher level, and the future is much harder than right now. Previous and recent researchers have tried to seek solutions by making innovations and trying to upgrade their levels by analyzing the quantitative and qualitative data in many ways. One sure thing about upgrading levels is to ensure two-way communication. The biggest mistake for any tourism service is to let the customers wait for the response, which will disappoint the customers, and the customers will find other alternatives. A report in 2017 by Nielsen has shown that today’s generation has traveled more than any generation, and the tourism world reacted by creating travel chatbots, which are now part of any tourism activities. With the increasing number of travel chatbots, customers will have abundant but also overlapping information. Data from each travel chatbot might end up giving different outcomes, different features for every app, or misleading information, and this in-return will decrease customer satisfaction. This paper addresses this issue by analyzing the literature data from previous and recent researches and find where the travel chatbots must be patterned by integrating Artificial Intelligence and blockchain. The researchers do a qualitative analysis by sending an online form to three Facebook groups of travelers and asking several questions. The informants were purposively selected. Sixty-five informants interviewed by phone and took three months from July 2019 until the end of September 2019 to collect the data. The general inductive approach was utilized to analyze qualitative data. Overall, the result shows that travel chatbots are perceived positively, although the level of knowledge Indonesian traveler for travel chatbot still below 40%. Travel companies will benefit from this paper to understand customer needs in creating the best serving travel chatbots for better services