MODEL PEMANFAATAN CHATBOT AI UNTUK PROMOSI DAN LAYANAN INFORMASI BERBASIS DESA WISATA DI KABUPATEN KLATEN

Authors

  • Heni Dwi Lestari Program Studi Perhotelan, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta, Yogyakarta, Indonesia
  • Zahrotun Satriawati Program Studi Pariwisata, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta, Yogyakarta, Indonesia
  • Meiana Maulida Hikmawati Program Studi Perhotelan, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta, Yogyakarta, Indonesia
  • Sri Wahyuni Program Studi Pariwisata, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta, Yogyakarta, Indonesia

DOI:

https://doi.org/10.61696/juparita.v4i3.1214

Keywords:

Artificial Intelligence, Chatbot AI, Digital Promotion, Tourism Village, Community-Based Tourism

Abstract

The development of Artificial Intelligence (AI) drives digital transformation in tourism. However, tourism villages in Klaten Regency face limited access to fast, interactive information services, resulting in suboptimal promotion. This study examines the use of an AI Chatbot as a promotional medium and information service to support Community-Based Tourism (CBT).Using a mixed-methods approach with a Sequential Explanatory design, research was conducted in Melikan Pottery and Jarum Tourism Villages. Quantitative data were gathered from 299 respondents via purposive sampling and analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS). Qualitative data were collected through in-depth interviews, observations, and FGDs, then analyzed using the Miles, Huberman, and Saldana interactive model.Results indicate that AI has a positive and significant effect onAI chatbots, digital promotion, information service quality,and CBT. AI chatbots enhance the speed, accuracy, and accessibility of tourism information. A Variance Accounted For (VAF) value of 57.20% confirms AI chatbots serve as a partial mediator between AI and CBT. This study develops an AI chatbot model for tourism village promotion and information services, offering recommendations for local governments and managers to drive digital transformation, enhance service quality, and strengthen sustainable competitiveness

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Published

2026-09-27

How to Cite

Lestari, H. D., Satriawati, Z. ., Hikmawati, M. M., & Wahyuni, S. . (2026). MODEL PEMANFAATAN CHATBOT AI UNTUK PROMOSI DAN LAYANAN INFORMASI BERBASIS DESA WISATA DI KABUPATEN KLATEN. Jurnal Pariwisata Tawangmangu, 4(3), 619–639. https://doi.org/10.61696/juparita.v4i3.1214

Issue

Vol. 4 No. 3 (2026): September 2026

Section

Articles

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Copyright (c) 2026 Heni Dwi Lestari, Zahrotun Satriawati, Meiana Maulida Hikmawati, Sri Wahyuni

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.