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In this research article, we aim to study the proposed role of human–machine interactive (HMI) technologies, including both artificial intelligence (AI) and virtual reality (VR)-enabled applications, for the post-COVID-19 revival of the already depleted tourism industry in Vietnam’s major tourist destination and business hub of Ho Chi Minh City. The researchers aim to gather practical knowledge regarding tourists’ intentions for such service enhancements, which may drive the sector to adopt a better conclusive growth pattern in post-COVID-19 times. In this study, we attempt to focus on travelers who look for paramount safety with the assurance of empathetic, personalized care in post-COVID-19 times. In the current study, the authors employ structural equation modeling to evaluate the intentions of tourists both structurally and empirically for destination tourism with data collected from tourists with previous exposure to various kinds of these devices. The study shows that human–machine interactive devices are integrating AI and VR and have a significant effect on overall service quality, leading to tourist satisfaction and loyalty. The use of such social interactive gadgets within tourism and mostly in hospitality services requires an organization to make a commitment to futuristic technologies, along with building value by enriching service quality expectations among fearful tourists. This research shows that tourists mainly focus on the use of such HMI devices from the perspective of technology acceptance factors, qualitative value-enhancing service and trustworthy information-sharing mechanisms. The concept of the tour bubble framework is also discussed in detail. The analysis of this discussion gives us a more profound understanding of the novel opportunities which various administrative agencies may benefit from to position these devices better in smart, sustainable destination tourism strategies for the future so that, collectively, service 5.0 with HMI devices can possibly bring back tourism from being disintegrated. Such service applications are the new social innovations leading to sustainable service and a sophisticated experience for all tourists.
Van et al. (2020) studied this question.