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Keywords: Touchpoint effectiveness
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Journal Articles
International Journal of Contemporary Hospitality Management 1–26.
Published: 06 July 2026
... and reuse intention. These findings confirm the effectiveness of AI touchpoints. Originality/value To the best of the authors’ knowledge, this is the first study to develop a multidimensional, customer-centric scale to assess AI touchpoint effectiveness in hospitality and tourism. It addresses gaps...
