Currently, an increasing number of hotels use chatbots to handle customer concerns, researchers are just beginning to notice the importance of chatbots in the hotel setting. Past literature has argued that chatbot can initiate online conversations, so it is served as a customer’s impression. The current study further enhances this literature by examining whether hotel can also adhere to the chatbot conversational styles using a warm (vs. competent) conversation, influencing customers’ willingness to book. The authors find that a warm (vs. competent) conversation has a positive effect on customer’s willingness to book. We also uncover the underlying mechanism driving this impact which is the customers’ perceived trust. Furthermore, self-construal is examined as the moderator. Thus, we provide strategically the conversational styles of chatbot in order to connect between customer and hotel. Hotel managers and marketers gain insight into how the conversational chatbot can increase trust and attract customers.

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