VoiceBack: Design of artificial intelligence-driven voice-based feedback system for customer-agency communication in online travel services

Online travel booking has become increasingly popular; however, most travel websites do not yet offer voice interaction. This study introduces VoiceBack, an artificial intelligence (AI)-driven voice-based feedback system conceptualized to support both customers and online travel agencies during the booking process. It proposes a theoretically and empirically underpinned design concept that involves a voice user interface (VUI) for customer feedback. This feedback, collected by an AI agent, is analyzed and converted into actionable statistics, which are then presented to online travel agencies through a visual interface. The interface is designed to highlight problem areas and usability issues during the booking process. This study contributes to the field of human-centered AI, by offering insight into the complex process of designing and integrating voice, emotion, and feedback within user interfaces. This integrated approach can enrich the user experience of customers when booking travel online, and pave the way for more intuitive and responsive interaction designs in the future.