The Role of AI-Based Destination Chatbots in Satisfaction, Continued Usage Intention, and Visit Intention: A Study from Quito, Ecuador

Framed on the Expectation-Confirmation Model (ECM), the Information System Success Model (ISSM), and the Technology Acceptance Model (TAM), the aim of the study is to investigate destination chatbots to know the factors that generate user satisfaction, chatbot continued usage and destination visit intentions. Ecuador has the city of Quito as its capital and has been a World Heritage Site (WHS) since 1978. To provide tourists with information about the city, the Chatbot Quito Guide Bot. A convenience sampling method was employed to collect data from 284 participants who tried the QuitoGuide chatbot before answering a self-administered questionnaire. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to test the proposed structural model. The results showed that the quality of information, the perceived enjoyment, and the perceived usefulness positively influence satisfaction. The findings also revealed that satisfaction with the chatbot is a strong determinant and a predictor of continued use of the chatbot and visit intentions.