Artificial intelligence (AI) technology in destination advertising: The impact of video-based destination anthropomorphism on destination image

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Destination Marketing & Management Pub Date : 2024-11-29 DOI:10.1016/j.jdmm.2024.100966

Junfeng Wang

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Abstract

Drawing upon existing anthropomorphism literature, this research employed two experiments to investigate the relationships among video-based destination anthropomorphism, AI mind perception, and destination image, while examining the moderating influence of AI anxiety. Study 1 confirmed that video-based destination anthropomorphism and AI mind perception positively impact destination image. It also demonstrated that video-based destination anthropomorphism positively affects AI mind perception and established the mediating role of AI mind perception. Study 2 verified that AI anxiety moderates the impact of video-based destination anthropomorphism on AI mind perception. These research outcomes contribute to the body of knowledge in destination marketing literature by constructing an integrated model. Furthermore, the findings offer valuable insights for destination marketers and advertisers in enhancing destination image through anthropomorphic strategies.

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目的地广告中的人工智能技术：基于视频的目的地拟人化对目的地形象的影响

在现有拟人化文献的基础上，本研究通过两个实验探讨了基于视频的目的地拟人化、人工智能心灵感知和目的地形象之间的关系，同时考察了人工智能焦虑的调节作用。研究1证实，基于视频的目的地拟人化和人工智能心灵感知对目的地形象有积极影响。基于视频的目的地拟人化正向影响人工智能心灵感知，确立了人工智能心灵感知的中介作用。研究2证实，AI焦虑调节了基于视频的目的地拟人化对AI心灵感知的影响。这些研究成果通过构建一个集成模型，为目的地营销文献的知识体系做出了贡献。此外，研究结果为目的地营销人员和广告商通过拟人策略提升目的地形象提供了有价值的见解。

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

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.