Journal of Smart Tourism

Smart Tourism Research Center, Kyung Hee University (경희대학교 스마트관광연구소)
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Service Quality and Information Value of Online Travel Chat - A Case from KTO's 1330 Chat

  • Received : 2022.12.22
  • Accepted : 2023.02.21
  • Published : 2022.12.31
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Abstract

Tourism businesses use chat services to provide immediate customer support and to help users navigate within a website, but there are more outcomes of this interaction that should be examined. The current study aimed to discover if the online travel chat service quality and information value of the online travel chat service lead to user satisfaction with the service and visit intention to a recommended destination by Korea Tourism Organization's 1330 Live Chat. The results indicate that information value (functional and innovation) and online travel chat service quality (reliability, assurance, and security) lead to satisfaction with the live chat service and visit intention to a recommended destination. The results can benefit practitioners who want to expand and improve their customer service interaction and recommendations, and to scholars who study the relationship between customer services in tourism recommendation and sales context.

Keywords

Acknowledgement

All authors contributed equally to the manuscript.

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