Communication modality, authenticity, and continuance usage intention of GenAI chatbots: A media richness theory perspective

Generative AI chatbots are increasingly popular for tourist destination information searches. However, how communication modalities (text vs. voice), interaction styles (social vs. task-oriented), destination types (hedonic vs. utilitarian), and their interactions contribute to users’ perceptions and continuance usage intention remains unclear. Building on media richness theory, this study used a sequential explanatory mixed-methods and multi-study research design, with four scenario-based experiments to examine how the above factors affect tourists’ perceived authenticity of GenAI chatbots and continuance usage intention, and a focus group study to validate and contextualize findings from experimental studies. The results indicated that voice communication evokes a higher level of GenAI chatbots’ authenticity. Individuals’ perceived authenticity of GenAI chatbots is positively associated with their continuance usage intention. Destination type was a significant moderator, with voice modality enhancing authenticity more for hedonic than utilitarian destinations. The moderating roles of destination type and interaction style are clarified, shedding new light on destination marketing theories and practices.