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Most tourism literature focuses on the potential advantages of AI adoption. This study focuses specifically on chatbots for managing customer relationships in tourism. It advances psychological ownership as a useful theoretical lens to address the potential negative consequences of employing chatbots in tourism. A study on survey data from 200 customers shows that replacing the human component of the relationship with a chatbot decreases tourists’ psychological ownership feelings, negatively affecting selfefficacy, accountability, and self-identity. Ultimately, using chatbots diminishes relationship commitment and leads to lower rebooking intention.
Daniele Scarpi (Sat,) studied this question.