Friend, Guide, or Frustration? Understanding Trust in AI Chatbots for Tourism and Hospitality

Artificial intelligence (AI)-based chatbots are increasingly deployed in the tourism and hospitality industry to support travellers and guests across the customer journey.Their adoption reflects the sector's broader digital transformation and the need for efficient and always-available service tools.However, in a field where experiences and relationships are central, technological efficiency alone does not guarantee customer satisfaction or loyalty.Trust functions as the critical bridge linking chatbot use to positive customer outcomes.Despite the rapid growth of chatbot applications, research on their role in shaping trust is limited and fragmented.Existing studies highlight functional benefits such as reliability and information accuracy; however, evidence is mixed on the emotional and cultural dimensions of trust.The aim of this study is to critically evaluate how AI-based chatbots influence customer trust in the tourism and hospitality industry and to identify underexplored areas for future research.To achieve this, a systematic literature review was conducted, and the findings were synthesised using thematic analysis.The review identifies three themes: (a) functional trust foundations, (b) emotional and relational mechanisms, and (c) trust erosion after service failures, while highlighting gaps in trust repair and non-user trust.The findings contribute to theory by advancing understanding of trust as both a functional and emotional construct in AI-mediated services.They also contribute to practice by encouraging tourism and hospitality providers to design chatbots that are not only efficient but also empathetic, human-like, and culturally sensitive, thereby reinforcing trust and sustaining long-term brand loyalty.