Unified Theory of Technology Acceptance and Use for Chatbot Services in the Hotel Business

Through the integration of the UTAUT 2 framework and the introduction of Digital Competence as a unique variable impacting acceptance, this study investigates guest acceptance of chatbots in hotel services. The study uses questionnaires for customers who have interacted with chatbots and focuses on five-star hotels in Jakarta. The paper highlights chatbots' importance in operational services by revealing their impact on visitor activities using data analysis using SEM PLS. The findings suggest that behavioral intention was strongly influenced by social influence and enabling settings, but not by performance expectancy, effort expectancy, or hedonic incentive. In contrast with the rejection of hedonic motivation, behavioral intention, facilitating conditions, and digital competence favorably affected actual chatbot use. The results highlight chatbots as useful instruments for five-star hotels and point to wider uses in establishments such as gyms and sports centers. One suggestion is to use chatbot conversations to promote meeting spaces and accommodation packages on a frequent basis. The limitations of the study include its emphasis on technology and guest reception at five-star hotels; this suggests that more research on employee readiness for technology adoption in the broader hotel industry is warranted. This thorough analysis advances our knowledge of chatbot dynamics in the hospitality industry, offering practical advice for hotel managers and outlining potential research directions.