Good deeds deserve good outcomes: Leveraging generative artificial intelligence to reduce tourists' avoidance of ethical brands embracing stigmatized groups
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引用次数: 0
Abstract
Incorporating diversity, equity, and inclusivity often leads tourism brands to support stigmatized groups, yet tourists may perceive these groups negatively and avoid these brands. Drawing from one field study on the Facebook Ad platform and two experimental studies, we find that brand avoidance among tourists is reduced when tourism brands adopt AI-generated (vs. human-generated) moral content to support stigmatized dissociative out-groups. This effect is mediated by tourists' psychological proximity to these groups and is weakened for those with a strong sense of common fate with these out-groups. These insights contribute to tourism literature on generative AI and diversity, equity, and inclusivity while offering strategic guidance for brands seeking to embrace stigmatized groups.
期刊介绍：
The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.
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