Exploring the Potential of Chatbots in Extending Tourists’ Sustainable Travel Practices

Recent advancement in Generative Conversational Artificial Intelligence (AI) has opened the possibility of promoting chatbots for nudging. Tourists returning home from destinations that enforce sustainable transport regulations might be nudged to continue traveling sustainably. Through exploratory qualitative research, this study conceptualizes a chatbot to facilitate pro-environmental behavior spillover among domestic tourists in the Gili Islands, Indonesia. The Service Design approach and Grounded Theory were applied throughout the data collection process involving semi-structured in-depth interviews, focus group discussions and field observations. Insights obtained from stakeholders from multidisciplinary backgrounds were used to provide an overview of how the chatbot can be developed and the potential impact it could bring. A theoretical model predicting factors that play important roles in adopting the proposed chatbot and its respective nudges was developed. It informs policymakers and practitioners about the potential use of AI to help transform tourist experiences and shape lasting responsible behaviors.