Hien Thu Bui , Viachaslau Filimonau , Hakan Sezerel
{"title":"AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions","authors":"Hien Thu Bui , Viachaslau Filimonau , Hakan Sezerel","doi":"10.1016/j.jdmm.2024.100956","DOIUrl":null,"url":null,"abstract":"<div><div>Artificial intelligence (AI) can generate high-quality destination images to attract prospective visitors. The perceived authenticity of these images can determine the extent to which tourists will patronize a destination. This study proposes the concept of AI-thenticity defined indexically as the originality of artificial intelligence-generated content and iconically as how accurately and faithfully artificial intelligence-generated content reproduces the original. Experimental research design is employed to explore the relationships between AI- versus human-made (labelled and non-labelled) destination photos, perceived authenticity, trust, congruence, and patronage intentions. The results show that perceived authenticity of AI-generated images positively influences trust, and patronage intentions. Notably, congruence between AI-generated images and tourists mediates the relationship between AI-thenticity and patronage intentions. Although perceived authenticity is more pronounced for human-generated images, perceived authenticity of AI-generated content is significant, especially if it is non-labelled. Theoretically, the study demonstrates how AI-thenticity can aid in understanding the concept of authenticity in a rapidly digitizing world. Practically, the study shows the potential of AI for destination management and marketing.</div></div>","PeriodicalId":48021,"journal":{"name":"Journal of Destination Marketing & Management","volume":"34 ","pages":"Article 100956"},"PeriodicalIF":8.9000,"publicationDate":"2024-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Destination Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2212571X24001045","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
Artificial intelligence (AI) can generate high-quality destination images to attract prospective visitors. The perceived authenticity of these images can determine the extent to which tourists will patronize a destination. This study proposes the concept of AI-thenticity defined indexically as the originality of artificial intelligence-generated content and iconically as how accurately and faithfully artificial intelligence-generated content reproduces the original. Experimental research design is employed to explore the relationships between AI- versus human-made (labelled and non-labelled) destination photos, perceived authenticity, trust, congruence, and patronage intentions. The results show that perceived authenticity of AI-generated images positively influences trust, and patronage intentions. Notably, congruence between AI-generated images and tourists mediates the relationship between AI-thenticity and patronage intentions. Although perceived authenticity is more pronounced for human-generated images, perceived authenticity of AI-generated content is significant, especially if it is non-labelled. Theoretically, the study demonstrates how AI-thenticity can aid in understanding the concept of authenticity in a rapidly digitizing world. Practically, the study shows the potential of AI for destination management and marketing.
期刊介绍:
The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.