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Sinambela, Fitriana Aidnilla
Universitas Internasional Batam
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Journal : journal of enterprise and development jed

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Exploring the Factors Influencing User Attitudes and AI Chatbot Use in the Tourism Sector: Evidence from Indonesia Filrando, Ariendy; Fahlevi, Renza; Sinambela, Fitriana Aidnilla
Journal of Enterprise and Development (JED) Vol. 8 No. 1 (2026)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v8i1.14881

Abstract

Purpose: This study investigates the influence of perceived ease of use, perceived usefulness, perceived trust, anthropomorphism, and personalization on user attitudes, and how these attitudes affect the intention to use AI chatbots in the tourism sector.Method: A quantitative, descriptive-explanatory approach was employed through an online survey distributed to individuals who had prior experience using AI chatbots for travel purposes. A total of 278 valid responses were collected using purposive sampling. The research model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS.Result: The findings indicate that perceived ease of use, perceived usefulness, perceived trust, anthropomorphism, and personalization all positively and significantly influence user attitudes toward AI chatbots. Furthermore, attitude was found to exert a strong and significant impact on the intention to use AI chatbots for tourism, confirming its role as a key mediating variable. Among the antecedents, personalization emerged as the most influential factor in shaping user attitudes.Practical Implications for Economic Growth and Development: This study offers valuable insights for AI developers and tourism stakeholders to design more user-centered, trustworthy, and personalized chatbot services. Enhancing the adoption of AI chatbots can improve the efficiency of tourism services, support digital transformation, increase tourist satisfaction, and contribute to sustainable economic growth in the tourism sector.Originality/Value: This study extends the Technology Acceptance Model (TAM) framework by incorporating perceived trust, personalization, and anthropomorphism in the context of AI chatbot adoption from the tourists' perspective in Indonesia.
Co-Authors -, Hanny Adhitomo Wirawan Agnes Doraresta Khatarina Tokan Agnes Kristy Agriffina, Joicelyn Agustianto Agustianto, Agustianto Alrido Martha Devano Ana Ana Andien Aisyah Putri Andryanto Andryanto Ang, Jessica Friscilla Angela Adriyanti Yang Angelina Trisnauly Angelina Trisnauly Purba Angie Angie Angie, Angie Apriyana , Tirani Ardhany Damanik, Nisa Ardiansyah, Rano Arwin Samuel Averina Zoraya Bal Janatte Raj Kaur Bastanta Sebayang Cahaya, Wirandry Baja Carrolyn Febrianti Celvian Celvian Chyntia Huang Cindy Valentina Delfina Muthia Sabella Dennis Yang Destiana Safitri Dewi Dewi Dewiangelline, Dewiangelline Dian Sabrina Syaharni Dicky Ananta Huns Efrina, Efrina Ella, Monica Elsa Elsa Elvina Enjelica Elzagi, Verliana Emilya Erika Erika Erika Gustian Fauzi Eviyani, Estin Rose Fahlevi, Renza Febby Huang Febiana, Anjela Rini Felix Filbert Fenny Royentricia Ferina Ferina ffy, Ye Filrando, Ariendy Flowerensia, Dionna Frentyo Frentyo Fuad Arif Rahman Giorgyna, Giorgyna Helen, Helen Hengky Lau Hennie Selviani Herdinasari , Rensia Ester Herman Herman Inda Meyllya Putri Indah Waty Ingakadijaya, Rahmat Ingkadijaya, Rachmat Jacky Lim Jeffry Kurniawan Jesseline Cheng Jessica Jessica Jesson Lim Jessy Jollyn Jollyn Joy Happy Jones Katrillah, Kesha Kellyn Kellyn Kelvin Kevin, Valeska Lilya Krisnayanti Leonard Suryadi Yusuftan Lestari, Melissa Limgestu, Rico Lisa Teo Lutfy Setia Wahyudi Haqiqi Ali lydia then Lyvia Lyvia M.Arif Rivady Mangkey, Jasica Kristin Marcella, Kenny Mardiana Ng Marthin, Ricko Melissa Melissa Lestari Mia Syafrina Michael Iken Bonar Anju Sibagariang Murtiono, Hendro Nabila Arinov Mey Natasha, Nova Nurhafiza, Emtiqa Nurhafiza, Emtiqa Nurhafiza Nurhayati Balqis Oktalia, Adeline Paolo Tandiono Permata, Nadiva Surya Pradino Kusumo Pratama, Wira Ardhimas Pratiwi, Adzra Afifah Putra, Muhamad Zhabiyan Dwi Putri Saraswati Naufalita Ryanto Putri Tazkia Qadri, Rizni Aulia Raisy Raisy, Raisy Raymond Raymond Rensia Ester Herdinasari Rince Monica Hutagalung Risvi, Hellena Rizky Adi Mahendra Rizni Aulia Qadri Rizni Aulia Qadri Ronaldo Calvin Pua Rosalinda Rosalinda Rovina Rudiyanto Rudiyanto Salsabilah Sirait Sarah Ayuandri Togatorop Selina, Selina Sentoso, Antony Serina Serina Sevilla Nadia Amada Shelvina Sheren Angelina Stevani, Stevani Tan, Joyceline Tata Fransiska Putri Tracy Tay Tyana Tyana Tyana, Tyana Vallencia, Vallencia Viony, Viony Vito Vito Wahyudi, Haris Wang, Thalia Whitney Ong Willsen Austin Winson Winson Wirren Chang Wisnu Yuwono Xena Amanda Amanda Yeronica, Fernanda Yuliana Shintia Yunaeni, Enly Yunita Octaviani Yuyu Enjelia