Anthropomorphic chatbots as a catalyst for marketing brand experience: evidence from online travel agencies

This study examines the impact of anthropomorphic chatbots and virtual reality experiences on the brand experience of online travel agencies. The study targeted three different online travel agencies (OTAs) and collected data from participants who had experience of using OTA chatbots; a total of 449 tourists filled in a questionnaire about their chatbot experience. The results showed that the perceived anthropomorphism of chatbots and virtual reality technology affects the perceived functional benefits of tourism products. Stickiness and trustworthiness supplement the role of parasocial relationships in such agencies' service strategies. Marketers' use of anthropomorphic chatbots also encourages the understanding of regular tourists' perceived anthropomorphism. Our rational analysis and emotional interaction design revealed that such perceived anthropomorphism affects chatbots' trustworthiness, thus influencing tourists' sensory brand experience.