Abstract. In the last decade, Information and Communication Technologies have revolutionized the tourism and hospitality sector. One of the latest innovations shaping new dynamics and fostering a remarkable behavioral change in the interaction between the service provider and the tourist is the employment of increasingly sophisticated chatbots. This work analyzes the most recent systems presented in the literature (since 2016) investigated via 12 research questions. The often appreciated quick evolution of such solutions is the primary outcome. However, such technological and financial fast-pace requires continuous investments, upskilling, and system innovation to tackle the eTourism challenges, which are shifting towards new dimensions. Paper: 345254415_The_Evolution_of_Chatbots_in_Tourism_a_Systematic_Literature_Review Video: https://youtu.be/tIDnnhjcY8w

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The Evolution of Chatbots in Tourism:
a Systematic Literature Review
Davide Calvaresi, Ahmed Ibrahim, Jean-Paul Calbimonte,
Roland Schegg, Emmanuel Fragniere, Michael Schumacher

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Immediate access
24/7 availability
Automation,
Ease of use,
User acceptance
…
Introduction
Chatwhat?
A computer program designed to simulate conversation with human users, especially over the internet.
Redundant
Trust
Lack of personalization
Feeling stuck
A few languages supported
…

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Introduction
behind the chatbot(s)
Interaction Intelligence Integration
one language
human-to-bot
interaction
simple Q&A menu based
one channel
word-based rules API queries external links
multi language
multi channel
human handoff
line-based
intelligence
state machine
mood detection
context detection
NLP-based
proactive both
API transactions
events listening/
producing
API advanced
queries
complexity
multi-person bot-to-bot
…
self-learning
advanced
conversation AI
B2B
case process
interaction
…

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Introduction
Augmented
Reality
Virtual
Reality
IoT
Voice Tech
WiFi/5G
connectivity
Wearables
Artificial
Intelligence
https://annebach.travel.blog/2017/05/05/technology-in-the-tourism-industry/
Tech revolution & centralization

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CHATBOT
Introduction
chatbot, magic, and fears

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Introduction
Main Research Questions

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Introduction
Main Research Questions
How far have the current solutions and research gone?
&
What is targeted or envisioned by the tourism sector and the related research?

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SRQ1 - Demographics
Selected in July 2020

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SRQ2 - Abstraction
16 implementations (tested)
5 prototypes
6 conceptual

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SRQ3 & SRQ4 - Application scenarios & Recipients
20 cross-domains of hotel, airline, and travel agency
4 promoting specific areas or cultural heritage sites
1 medical tourism
e.g., Pompeii’s archaeological
park in Italy
e.g., medicines available in the
visited location <—> tourist’s origins
e.g., booking management,
amenities management

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SRQ3 & SRQ4 - Application scenarios & Recipients
Host
Guest
simplification of the chatbot front-end
correct answer and tone identification
…
smooth management of high traffic volumes
interface with the system
…
millennials & post
mostly pre millennials
20 cross-domains of hotel, airline, and travel agency
4 promoting specific areas or cultural heritage sites
1 medical tourism
Pompeii’s archaeological
park in Italy
medicines available in the
visited location <—> tourist’s origins
booking management,
amenities management

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SRQ5 - Desiderata
Financial Technological Socio-Technical Socio-Management
user modeling
architecture identification
modeling and automation processes
modeling and implementing data collection
data compliance
solving ambiguities
solving data/error handling
testing, monitoring, evaluation
…
enhanced interactions (semantic)
explicative and user friendly dynamics
multi-tone identification and adaption
context identification
hand-over and unblocking stall
30k ~ 150k investment
commercial 3rd parties
data volume
…
procedural analysis
user-based analysis
staff-related maintenance/update
staff training
users/market behavior analysis

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SRQ6 - Goals
9 industry-related
11 academic-related
7 mixed
seamless anytime/anywhere support
operate via social-media platforms
periodical release of additional functionalities
context and tone-appropriate responses
medical drugs support

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SRQ7 - Services realized
technological socio-technical
Back-end functionalities
(inside the bot’s mind)
data manipulation
test automation
plans parsing
run-time analysis
users’ intents extraction
users’ behaviors and expectations forecast
run-time topics’ impact analysis
Service management-related
understanding users’ replies
finalize/managing orders/bookings/services
toned respones
humor guessing
interface adaption
Marketing & sales-related
recommendations
user-in-the-loop promotions
analysis tools
profile and preferences building
expectations and market performance

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SRQ8 - Services envisioned
personalization
dynamic experience tailoring
dynamic interaction levels
emotions-based mechanisms
enhancing proactiveness
system training on heterogeneous sources
tasks/services automation
reduction of testing’s costs
more generalizable approaches
deeper understanding of frameworks and
technology in general for future trends
technological socio-technical

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SRQ9 - Technology

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SRQ9 - Technology

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SRQ10 - Benefits
measured in function of time & quality
(crucial for the tourist)
simplification HMI (80% pure bot, 20% handover)
short-time to get sophisticated replies (sometimes)
volume of interactions and info provided
emotional stability of the bot
unaffected by human-factors (i.e., strikes)
apparently bots are always ethic compliant
dynamic multimedia dissemination
increasingly accurate predictions
reduction of repetitive low-level tasks (saving manpower)
positive impact on revenues

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SRQ11 - Drawbacks
big financial difficulties for small businesses
possible single-point of failure
…
incapability to process complex information
scattered/unnatural/artificial interactions
looping or inappropriate suggestions
missing to interpret (in)satisfaction
lack of creativity
reluctance to share financial/private info in chat
concerns about data misuse
misunderstood and feeling powerless
User Provider System

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SRQ12 - Open challenges
solving lexical and
semantic ambiguities
aligning bot - user perspective
prevent user uncertainty and resistance
determining user perception
promote clarity and wording
pace the conversation
avoid repetitions
balance fluent/structured interaction
right tradeoff chatbot/human-delegated tasks
enabling/improving knowledge sharing
more effective cbt-centered business plans
— more user-oriented than
tech-oriented solutions —
data representation
bias-free and data correctness
AI-related features
User Provider System Technology

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Discussion & Conclusions
still struggles with
complex tasks and text
distress
frustration
reluctance
(see Henn-na Hotel - Japan)
state machine is too simple
but often the most fruitful
NLP-related challenge
are evergreen
After-all, despite its limitations, having a chatbot is a must.
The reward is predominantly positive
Constant evolution to serve and anticipate the user
Be careful, ethics will be a bitter challenge
chatbot concept
60s

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Questions?
Did he cite me?
Wrong session
I like
the drawings
I think I saw a typo
Loved it,
have to catch him offline
davide.calvaresi@hevs.ch