Development of a Chatbot Application for Recommending Tourist Attractions and Community Products in the Eco-Tourism Area of Phu Pa Po, Loei Province

Abstract

This research aimed to 1) develop a chatbot application to provide information on tourist attractions and community products for the Phu Pa Po Ecotourism area in Loei Province, 2) evaluate the efficiency of the chatbot application, and 3) assess user satisfaction with the system. The samples consisted of five experts in technology and tourism for quality assessment, and 400 participants including tourists, entrepreneurs, and local officers—for satisfaction evaluation. The research instruments included an efficiency evaluation form and a user satisfaction questionnaire. Data were analyzed using basic statistical methods, including accuracy, percentage, mean, and standard deviation. The results revealed that the chatbot’s overall efficiency was rated at the highest level, with an average accuracy of 97.0%. The precision, recall, and F1-score were 0.914, 0.859, and 0.885, respectively, indicating that the system provided information accurately, comprehensively, and promptly. Overall user satisfaction was also rated at a very high level, particularly regarding the tourism content, which received the highest satisfaction score. These findings suggested that the developed chatbot effectively supported ecotourism information services in the Phu Pa Po area with high performance and strong user satisfaction.