Engage the Chatbot Way: From a Tourist to Brand Advocate

ABSTRACT The evolution of chatbots has been revolutionary, especially in the service‐dominant sector, which relies heavily on the customer experience. Specifically, the benefits of chatbots, such as streamlining the delivery process, managing point‐of‐sale systems, and continuous feedback mechanisms, aid service providers to engage customers and nurture enduring relationships. This study aimed to provide a holistic understanding of chatbot engagement and advocacy in the context of tourism and hospitality. The research data were gathered from a cross‐sectional survey of 518 tourists/travelers that were selected using convenience sampling and the methodology used is SEM analysis in AMOS version 24. The findings showed the positive effects of potent drivers‐ technology readiness and information authenticity–on enhancing chatbot engagement. Furthermore, chatbot engagement has been found to be instrumental in improving tourist satisfaction, shaping them into advocates.