Based on Ducoffe’s web advertising model this research aims to understand the continuation intention to use Artificial Intelligence (AI) chatbot for travel plan. Along with informativeness, credibility, entertainment, we added interactivity and ingenuity to estimate perceived usefulness and user engagement that further leads to the continuation intention to AI Chatbot for travel plan. Using, non-probability sampling procedure, data was collected from 306 travellers who made their visibility in the social media platform. The data was analysed using co-variance based Structural Equation Modelling (SEM) approach and the relationship between variables were examined. In addition, the indirect effect was examined using bootstrap samples in SEM approach, and through data imputation and regression analysis moderation effect of user trust was examined. Based on the results, this research offers theoretical insights and practical recommendations that further facilitates the travel industry.