Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Toba: Journal of Tourism, Hospitality, and Destination TRJ (Tourism Research Journal)
Dendy Rosman
Institut Pariwisata Tedja Indonesia
Humanities Environmental Science Social Sciences

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Smart Service Interactions in Hospitality: Factors Influencing Customer Switching Intention to Chatbots Dendy Rosman; Muhammad Rojali
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i1.7620

Abstract

The rapid development of conversational artificial intelligence (AI) has transformed customer interaction patterns in the hospitality sector, with chatbots increasingly deployed as frontline support tools across multiple service touchpoints. However, while chatbot usage continues to grow, customer reactions to automated assistance remain mixed, prompting an examination of the technological factors that shape customers’ willingness to shift from human agents to chatbots. This study investigates how four key chatbot-related variables: comprehension, perceived humanness, synchronicity, and problem-solving ability, influence customer switching intentions in hospitality contexts. Using a quantitative method, data were collected from 149 Indonesian consumers with prior experience using both chatbots and human service agents during online hospitality-related transactions. Structural Equation Modeling (SEM) via SmartPLS was employed to test the proposed hypotheses. The results show that all four variables have a significant positive influence on switching intention, with problem-solving ability being the strongest predictor, followed by synchronicity, perceived humanness, and comprehension. These findings suggest that customers are more inclined to adopt chatbot-based support when the technology demonstrates efficient problem resolution, real-time responsiveness, and a degree of human-like interaction. The study contributes to chatbot adoption literature by focusing on technological interaction attributes rather than solely psychological acceptance factors and highlights the growing relevance of AI-mediated service encounters in hospitality. Limitations include the cross-sectional design, self-reported data, and sector-specific sampling. Future research is encouraged to investigate sectoral differences, adopt longitudinal or experimental approaches, and examine moderating influences such as digital literacy, trust propensity, or cultural background.
The Mediating Role of Social Media Exposure in the Relationship between Dark Experience, Unique Learning Experience, and Attitude toward the Dark Tourism Destinations: Evidence from Museum Pancasila Sakti Ichwan Masnadi; Farah Levyta; Dendy Rosman; Nurul Sukma Lestari
Jurnal Penelitian Pariwisata Vol 10 No 2 (2026): (TRJ) Tourism Research Journal
Publisher : Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/trj.v10i2.328

Abstract

This study aims to identify the mediating effect of Social Media Exposure on the relationship between Dark Experience and Attitude toward Dark Tourism Destination as well as between Unique Learning Experience and Attitude toward Dark Tourism Destination at Museum Pancasila Sakti Jakarta. Quantitative explanatory research was used in this study. The respondents were the museum visitors that were approached with purposive sampling using questionnaires. Partial Least Square-Structural Equation Modeling or known as (PLS-SEM) was used to collect data. The result showed that Dark Experience does not significantly affect Visitors’ Attitude toward Dark Tourism Destination. However, Dark Experience partially mediates through Social Media Exposure toward Visitors’ Attitude toward Dark Tourism Destination since Dark Experience has a positive effect on Social Media Exposure. Also, Unique Learning Experience positively affects Social Media Exposure and Visitors’ Attitude toward Dark Tourism Destination. While Social Media Exposure partially mediates between Unique Learning Experience toward Visitors’ Attitude toward Dark Tourism Destination. In conclusion, this study has proven that Social Media Exposure has a significant role in visitors’ experience about dark tourism. This study provides an empirical perspective about dark tourism using experience, learning, and digital perspective to form visitors’ attitude. Keywords : dark tourism, dark experience, unique learning experience, social media exposure, attitude
Co-Authors Farah Levyta Ichwan Masnadi Muhammad Rojali Nurul Sukma Lestari