The Role of Chatbots in Enhancing Tourist Engagement: A Contextual Study of Bali

Authors

  • Anak Agung Gede Wijaya Akademi Pariwisata Denpasar

DOI:

https://doi.org/10.55606/optimal.v5i2.6467

Keywords:

Bali tourism, chatbots, tourist engagement, digital innovation, smart tourism

Abstract

Bali, a globally recognized tourism destination, is actively integrating digital technologies to improve visitor experiences, with chatbots emerging as a key interface for enhancing tourist engagement. This study explores how chatbots function within Bali’s tourism ecosystem, focusing on their ability to deliver real-time assistance, personalized communication, and sustained interaction throughout the travel journey. Chatbots are found to play a strategic role in shaping tourist satisfaction and loyalty, yet their deployment in Bali is marked by uneven access, infrastructural limitations, and cultural considerations that affect user acceptance. Challenges such as limited digital readiness among small tourism enterprises and the need for culturally aligned chatbot interactions underscore the importance of localized solutions. The findings emphasize that the successful implementation of chatbot technologies in Bali depends on linguistic inclusivity, trust-building design, and supportive digital policies that enable broader adoption across the tourism sector.

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Published

2025-06-13

How to Cite

Anak Agung Gede Wijaya. (2025). The Role of Chatbots in Enhancing Tourist Engagement: A Contextual Study of Bali. OPTIMAL Jurnal Ekonomi Dan Manajemen, 5(2), 648–661. https://doi.org/10.55606/optimal.v5i2.6467

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Vol. 5 No. 2 (2025): Jurnal Ekonomi dan Manajemen

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