Abstract

As applications of chatbots evolve, they become an appealing technology for service-oriented businesses in hospitality and tourism (HT). Indeed, the research about chatbots in HT context is growing rapidly covering a range of perspectives from users to experts. Nevertheless, chatbots research in HT field remains new with a wide ranging variability of challenges. Hence, the purpose of this study is to develop a taxonomy for chatbots in HT guided by a phenetic approach. The taxonomy focuses on two dimensions: the type of information and the level of interaction. Four categories of chatbots were identified, respectively informer, facilitator, planner, and performer. We utilize this taxonomy to advance the discussion of research gaps about chatbots in HT, as well as indicate the future research opportunities. The findings of the study help to understand the potential for chatbot applications in HT.

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