Chatbot in the Hospitality Industry: A Comparative Analysis between Europe and South America through Artificial Intelligence

Garayar D.; Ciriaco S.; Regalado M.; Guillén N.K. · Revista Venezolana de Gerencia (2025) · DOI: 10.52080/rvgluz.30.110.13

Resumen

This study analyzes the sentiments of hotel managers in South America and Europe towards a specific chatbot provider, with the aim of determining if it is possible to categorize these feelings based on geographical origin, providing a cultural and business perspective on the use of intelligence artificial (AI) in the hospitality industry. The sample included 154 Hotel Tech Review reviews, 53 from Europe and 101 from South America, on the Asksuite Hotel Chatbot. Tools such as Google Cloud Natural Language and IBM Watson Natural Language Understanding were used to perform sentiment and aspect analysis. The results revealed that South American managers express greater openness towards chatbots, while Europeans show more critical attitudes towards complex capabilities, such as creativity and emotional intelligence. Using a C5.0 decision tree model, with an accuracy of 89.52%, key cultural differences are identified, highlighting the need for AI solutions adapted to regional contexts.

Instituciones: Universidad de San Martín de Porres; Universidad San Ignacio de Loyola