The digital revolution in the tourism industry: role of anthropomorphic virtual agent in digitalized hotel service
通过两项实验，研究了酒店预订应用中拟人化虚拟代理（AVA）如何通过影响用户对人性化感知和情感属性，提升使用意愿，为酒店数字化服务设计提供指导。
Purpose In the tourism industry, immersive technologies become increasingly vital, amplifying traveler experiences and industry growth. By studying “e-booking” applications prevalent in hotels, this study aims to analyze the impact of integrating an anthropomorphic virtual agent (AVA) on user perceptions of humanness and service usage intent. Design/methodology/approach Two experiments were conducted to examine the effects of using an AVA and explain the psychological mechanism of how AVA’s attributes increase intention to use “e-booking” application. Findings The results highlight the positive influence of AVA on the intention to use. They illustrate the psychological mechanism of how AVA’s attributes (agency and emotionality) influence perceived humanness and intention to use. More specifically, the results indicate that perceived humanness mediated the effect of an AVA on intention to use. Research limitations/implications Further research should delve into additional capabilities related to humanness. Practical implications This study provides useful insights for hotels’ managers about incorporating AVAs in digital services to enhance the perceived humanness of AVAs. The findings suggest that such efforts could yield benefits, especially when they involve conveying that AVAs possess agency and emotionality. Originality/value To the best of the author’s knowledge, this study is the first to investigate how AVA impacts hotel human–computer interaction. It examines agency and emotionality features on humanness perception and behavioral intent. It also guides successful digitalized hotel service development and design, expanding existing research on human–virtual agent digital services, which mainly focuses on superficial traits like face and gender.