Exploring the ıntention of travel agencies to adopt chatbots: Integrating toe and MGB

Abstract

This study examines chatbot technology from a business perspective and aims to provide empirical evidence for chatbot adoption by travel agencies. We have collected data from 356 travel agency officials based on the technology–organization–environment (TOE) framework and the model of goal-directed behavior (MGB). The collected data were analyzed using structural equation modeling (SEM) with SmartPLS. The findings showed that relative advantage, technological orientation, and perceived trends positively influence attitudes toward chatbots. Surprisingly, firm size and perceived complexity were found to have no significant impact on attitude toward chatbots, contrary to previous research. Additionally, the study highlights that the behavioral desire of travel agencies for chatbots strongly predicts their intention to adopt them. Overall, this study provides empirical evidence for chatbot adoption by traditional brick-and-mortar travel agencies. © 2024 Taylor & Francis Group, LLC.