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With the development of Information and Communication Technology, nature conservation is undergoing radical innovation driven by information technology advancements. Chatbot is introduced as the new novel in this study in strengthening visitor motives and their intention to pay for nature conservation. This study aims to investigate the role of Chatbot e-services in transforming the travel motivation of visitors to their intention to pay for nature conservation at ecotourism. A convenient sampling method was employed to develop a research sample. The research uses the data from 422 valid observations collected in the survey of domestic visitors at three National parks in Vietnam for empirical analysis. A multivariate analysis method was employed to analyze the data. The findings show that people who experience Chatbot e-services and desire to travel for escape, nature appreciation, and reward themselves, are …