Humanizing AI : How Anthropomorphic Chatbots Drive Customer Engagement in Online Travel Agencies

ABSTRACT This study investigates how AI anthropomorphism and perceived risk influence user trust and customer engagement in the hospitality and tourism industry, with a focus on Online Travel Agency (OTA) chatbots. Using survey data from 303 OTA users and structural equation modeling (SmartPLS 4.0), the research tests mediation by user trust and moderation by user experience. Findings show AI anthropomorphism significantly boosts trust and engagement, while perceived risk exerts no meaningful effect on trust and unexpectedly shows no direct negative influence on engagement. User trust does not directly drive engagement; however, when user experience is high, trust significantly enhances engagement. The study extends hospitality technology adoption theory by highlighting the indirect and conditional pathways linking anthropomorphic design to customer outcomes. Practical implications emphasize integrating subtle human‐like features and optimizing user experience to maximize engagement in AI‐powered OTA services.