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Virtual assistants are increasingly used in consumer services, and the tourism industry is no exception. This survey of people aged 45 and under shows the importance of perceived usefulness and enjoyment of a virtual assistant for increasing adoption intentions in the tourism industry. However, perceived ease of use has no effect. This study confirms the moderating role of previous experience with virtual assistants, given that the effect of perceived enjoyment on adoption intentions is greater for consumers who have never used them. Design and implementation recommendations are offered to managers, to ensure that chatbots, along with other digital tools, can successfully assist tourists.