Tourist-virtual assistant communication: the power of attachment and authenticity

Mónica Ferreira, Sandra Maria Correia Loureiro, Muhammad Ashfaq, Hélia Pereira
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Abstract

ABSTRACT This study analyses tourist-virtual assistant communication by demonstrating the effect of authenticity and attachment as drivers of engagement. A Qualtrics panel sample of 200 users of intelligent virtual assistants (IVA) for the purpose of tourism was recruited to fulfil a survey. Findings show that when users view their communication with IVA as authentic, they become engaged. Yet, the strength of the relationship between attachment and engagement tends to be higher than the relationship between authenticity and engagement. Prominence is more important in creating attachment than self-connection. Tourists who are closer to their IVA, thinking, feeling, and using it to interact with brands are also more related to the information and recommendations given by the IVA and establish a stronger interaction.
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游客与虚拟助手的交流:依恋和真实性的力量
摘要 本研究分析了游客与虚拟助理之间的交流,展示了真实性和依恋作为参与驱动因素的影响。研究人员在 Qualtrics 小组中抽取了 200 名智能虚拟助手(IVA)的旅游用户进行调查。调查结果显示,当用户认为他们与智能虚拟助手的交流是真实的,他们就会参与其中。然而,依恋和参与之间的关系强度往往高于真实性和参与之间的关系。在建立依恋关系方面,突出性比自我联系更重要。游客如果更贴近他们的 IVA,思考、感受并使用 IVA 与品牌互动,也会与 IVA 提供的信息和建议更相关,并建立更强的互动。
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