Unpacking the impact of AI vs. human-generated review summary on hotel booking intentions

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Hospitality Management Pub Date : 2024-12-04 DOI:10.1016/j.ijhm.2024.104030

Shizhen (Jasper) Jia , Oscar Hengxuan Chi , Christina G. Chi

{"title":"Unpacking the impact of AI vs. human-generated review summary on hotel booking intentions","authors":"Shizhen (Jasper) Jia , Oscar Hengxuan Chi , Christina G. Chi","doi":"10.1016/j.ijhm.2024.104030","DOIUrl":null,"url":null,"abstract":"<div><div>This study investigates the impacts of the source of hotel review summary (AI-generated vs. human-generated) on customers' trust, information processing, and booking intentions through three scenario-based experiments involving 764 participants. Study 1 reveals that human-generated (vs. AI-generated) summaries lead to a higher level of trust, which boosts booking intentions. Study 2 finds that with negative reviews, there's no significant difference in booking intentions between AI and human-generated summaries, suggesting trust isn't the sole mediator. Study 3 proposes that information processing effort is a potential mediator. The findings confirm that when review valence is negative, customers invest more cognitive effort when reading AI-generated compared to human-generated summaries. The results challenge the assumption that human-generated reviews are inherently more persuasive. This research addresses critical gaps in understanding AI-generated content's impact on customer behavior in the hospitality industry, offering both theoretical contributions and practical insights for integrating AI technologies in customer communication strategies.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"126 ","pages":"Article 104030"},"PeriodicalIF":9.9000,"publicationDate":"2024-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0278431924003426","RegionNum":1,"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

This study investigates the impacts of the source of hotel review summary (AI-generated vs. human-generated) on customers' trust, information processing, and booking intentions through three scenario-based experiments involving 764 participants. Study 1 reveals that human-generated (vs. AI-generated) summaries lead to a higher level of trust, which boosts booking intentions. Study 2 finds that with negative reviews, there's no significant difference in booking intentions between AI and human-generated summaries, suggesting trust isn't the sole mediator. Study 3 proposes that information processing effort is a potential mediator. The findings confirm that when review valence is negative, customers invest more cognitive effort when reading AI-generated compared to human-generated summaries. The results challenge the assumption that human-generated reviews are inherently more persuasive. This research addresses critical gaps in understanding AI-generated content's impact on customer behavior in the hospitality industry, offering both theoretical contributions and practical insights for integrating AI technologies in customer communication strategies.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

分析人工智能与人工生成的评论摘要对酒店预订意向的影响

本研究通过涉及764名参与者的三个基于场景的实验，调查了酒店评论摘要来源（人工智能生成与人工生成）对客户信任、信息处理和预订意图的影响。研究1显示，人工生成的摘要（与人工智能生成的摘要相比）能带来更高程度的信任，从而提高预订意愿。研究2发现，对于差评，人工智能和人工生成的摘要在预订意图上没有显著差异，这表明信任不是唯一的中介。研究3提出信息加工努力是一个潜在的中介。研究结果证实，当评论效价为负时，与人类生成的摘要相比，客户在阅读人工智能生成的摘要时投入了更多的认知努力。研究结果挑战了人工评论本质上更有说服力的假设。本研究解决了在理解人工智能生成的内容对酒店业客户行为的影响方面的关键空白，为将人工智能技术整合到客户沟通策略中提供了理论贡献和实践见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.