The effectiveness of AI chatbot marketing on Maltese millennials in the tourism industry

Abstract

The purpose of this study is to determine the effectiveness of Artificial Intelligent (AI) chatbot marketing on Maltese millennials in the tourism industry. It aims to understand the perception of millennial consumers towards the concept of communicating with an AI chatbot, and observe how an AI chatbot can impact the customer support experience for consumers in the tourism industry. Primary research was collected using a qualitative research method by conducting semistructured interviews. A sample of 18 participants was gathered via judgmental sampling, since a specific age group (millennials) was required. The results acquired indicate that the perception of Maltese millennials towards the concept of communicating with an AI chatbot is positive and that AI chatbots can help boost the customer support experience in the tourism industry in various ways. The majority of the participants mentioned that they had a good experience using the AI chatbot, and that they would definitely consider using it again in the future to book a holiday. Moreover, it was also mentioned by the majority of the participants that using an AI chatbot to book a holiday was faster and easier when compared to their usual booking methods.