The Role of Artificial Intelligence-Based Chatbot Characteristics in Enhancing Customer Trust: A Study on the Egyptian Hotel Sector

Document Type : Original Article

Authors

1 Research Scholar, Ph.D holder in Hotel Studies, Faculty of Tourism and Hotels, Matrouh University

2 Professor, Hotel Studies Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum, Egypt

Abstract

Recently, Artificial Intelligence (AI) technologies, including chatbots, have witnessed significant development and widespread use across various industries. The hotel industry increasingly relied on chatbot technology to improve customer service, provide immediate assistance, and enhance user interaction with its digital platform. Accordingly, this paper aimed to examine the impact of artificial intelligence-based chatbot characteristics on enhancing customer trust, with the application on Egyptian hotels. The population of the research consisted of four- and five-star hotels in Sharm El-Sheikh, amounting to 55 hotels, including 48 four-star hotels and 7 five-star hotels. The sample size included 30 hotels randomly selected. Besides, the target population included customers in these hotels. A quantitative approach was adopted. A questionnaire was utilized as the primary data collection tool. The total number of valid answered questionnaires reached 493 forms, representing 82.16% of the total distributed ones. SmartPLS v.4 software was used to analyze the collected data. Moreover, the findings revealed that AI-based chatbot characteristics—namely, perceived usability, interactivity, perceived intelligence and anthropomorphism—significantly and positively impact customer trust in Egyptian hotels. This paper recommended that hotels should implement dialogue-rich and responsive chatbot systems that simulate natural conversations to keep customers engaged, thus enhancing customer trust in hotels.

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