Artificial Intelligence and Generation Z: Evidence from Tourism and Hospitality

Although Artificial Intelligence (Ai) systems influence all generations in their tourism experiences, recent studies have scarcely considered the approach of Generation Z (Gen Z) to chatbots in the tourism and hospitality industry. This study aims to fill this gap in the literature by examining the effects of Ai-powered chatbots on hospitality and tourism (i.e., chatbot check-in hotel service) and Gen Z’s purchase intention and behavior. The empirical analysis is based on an online survey, conducted on a sample of Italian individuals born between 1996-2010. Empirical findings show that Gen Z’s purchasing intention and behavior are both positively influenced by the perceived quality of Ai-powered chatbot check-in services. This research provides theoretical and managerial insights into the factors that influence Gen Z purchase intention and behavior to hotels when Ai-powered chatbot services are employed.