A meta-analysis of anthropomorphism of artificial intelligence in tourism

Abstract

As new technologies continue to improve the consumer experience, the use of anthropomorphic artificial intelligence to provide personalized services has gained increasing attention in the tourism industry. This paper conducts a meta-analysis to examine the theoretical framework of anthropomorphism in tourism studies with 72 quantitative literatures derived from Web of Science, Taylor & Francis, Elsevier Science Direct, Emerald and Springer, et al, databases from the last 20 years. The results show that anthropomorphism is positively influenced by perceived intelligence, personalization and competence, hedonic motivation and social influence, while it is negatively influenced by perceived risk. In addition, anthropomorphism has a significant positive influence on the factors of cognitive, emotional and intention levels. Furthermore, industry attributes significantly moderate the relationship between anthropomorphism and its antecedents and type of artificial intelligence significantly moderates the relationship between anthropomorphism and its consequences.