The rapid adoption of AI chatbots in tourism presents significant opportunities; however, their utility in halal tourism remains underexplored. This study investigates the factors influencing Muslim travellers’ use of AI chatbots for Halal tourism information. The primary problem statement revealed that many existing chatbots fail to meet the religious and cultural needs of Muslim travellers. To address this, the study’s objectives are to explore how perceptions of ease of use, usefulness, trust, anthropomorphism, intelligence, and cultural compatibility affect AI chatbots’ intention to use (AIN) and their actual use (AUE). This study evaluated these factors and their impact on chatbot usage in halal tourism. The study surveyed 308 Muslim travellers using a quantitative approach. Data analysis was conducted with Partial Least Squares Structural Equation Modeling (PLS-SEM), employing the software WarpPLS 8.0. The results indicate that all six factors–perceived ease of use, perceived usefulness, perceived trust, anthropomorphism, perceived intelligence, and cultural compatibility–significantly influence the actual use of chatbots through adoption intention. The findings confirm that ease of use and trust are critical, but user intention is essential for increasing the adoption of AI. These findings suggest that developers should focus on enhancing the cultural and religious compatibility of AI chatbots to meet the needs of Muslim travellers.
Lias et al. (Wed,) studied this question.
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