The anthropomorphic role of chat bots in the shared value creation from the point of view of tourists' hedonic motives and usefulness

  The main goal of the research is the anthropomorphic role of chat bots in the shared value creation from the point of view of tourists' hedonistic motives and usefulness.

In this descriptive-survey research, a 5-part questionnaire on shared value creation (Yi and Gang, 2013), hedonic motives (Bakiltas and Divanglu, 2013), utility motives (Eztrak et al., 2016), use of chat bots (Persti et al., 2021), Humanistic (Sabour 2014), in an available sample of the statistical population including tourists of Mehrgan Travel and Tourism Company of Isfahan (280 tourists) was used.

Hedonic motivation and usefulness has a mediating role on the creation of shared value and the role of chat bots in the relationship between the hedonic motivation and shared value creation in tourism. The role of chat bots plays a mediating role in the relationship between utility motivation and shared value creation in tourism. Humanism plays a moderating role in the relationship between chat bots and shared value creation  in tourism.

The importance of hedonic motivation and helping to make tourism services look attractive encourages customers and tourists to cooperate and participate with the brand. Also, the motive of obtaining benefits and profits of tourism tends customers to interact with the company and create shared value. Chat bots can increase the customer's enjoyment of shopping or interaction with the company and intelligently personalize the customer's behavior and needs, and by creating material benefit and appropriate usefulness in customers this technology makes them interested in offering suggestions, buying and participating in advertising and in this way it creates value for the company. The anthropomorphism and similarity of the activities of chat bots to real human behavior can increase the impact of these chat bots in increasing the creation of shared value in tourism, and lead to a sustainable competitive advantage among competitors in this field.