The Impact of Default Options on Tourist Intention Post Tourism Chatbot Failure: The Role of Service Recovery and Emoticon

Chatbot service failures are inevitable in tourism and hospitality, how chatbot service recovery retains tourists is an issue that cannot be ignored. The nudging effect of default options on consumers' behavior has been demonstrated in marketing. Whether default options can be as a powerful too...

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Published inTourism management perspectives Vol. 53; p. 101299
Main Authors Wang, Lilei, Xiao, Junyang, Luo, Zeyuan, Guo, Yanghong, Xu, Xing’an
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.09.2024
Subjects
Affective effort
Chatbot
Default option
Emoticon
Service failure
Service recovery
Default option
Affective effort
Emoticon
Service recovery
Chatbot
Service failure
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Summary:Chatbot service failures are inevitable in tourism and hospitality, how chatbot service recovery retains tourists is an issue that cannot be ignored. The nudging effect of default options on consumers' behavior has been demonstrated in marketing. Whether default options can be as a powerful tool for service failure recovery is underexplored. Thus, this study aims to explore whether the default option can improve tourists' willingness to continue using the chatbot after service failure. Hypotheses were tested using three experiments, results showed that the opt-out default option can increase higher tourists' continuous use intention by decreasing tourists' affective effort. This effect is moderated by service recovery and emoticon. Specifically, opt-out default option is more effective to improve continuous usage intention when using informational help and pleading emoticon. These findings enriched theories on chatbot service failure and recovery and provide insight for default options using in chatbot under tourism and hospitality industry. •Study shows opt-out defaults are more effective than opt-in for nudging tourists to continue using chatbots.•This study also explores the mediating role of affective effort.•2 (service recovery: informational and instrumental help) by 2 (default option: opt-in and opt-out) experimental design.•2 (Emoticons: cute face and pleading face) by 2 (default option: opt-in and opt-out) experimental design.
ISSN:2211-9736
DOI:10.1016/j.tmp.2024.101299