{"title":"Digital resurrection technology in destination promotion","authors":"Yuchen Wang , Rui Guo , Mengmeng Song , Rob Law","doi":"10.1016/j.annals.2024.103888","DOIUrl":null,"url":null,"abstract":"<div><div>This study, from a technology acceptance perspective using innovation diffusion theory and a mixed-method approach, explores how digital resurrection technology influences destination word of mouth. Grounded theory and experimental results show: First, for non-serious destinations, adopting digital resurrection technology enhances word of mouth, while for serious destinations, not adopting it leads to better word of mouth. Second, in non-serious destinations, perceived compatibility mediates the positive effect of adoption, while in serious destinations, adoption weakens word of mouth through moral disgust. Third, in non-serious destinations, resurrection image with high appearance realism enhances perceived compatibility, thus improving word of mouth; in serious destinations, low appearance realism evokes greater moral disgust, reducing word of mouth. Fourth, Tourists' openness to experience moderates these mediating effects.</div></div>","PeriodicalId":48452,"journal":{"name":"Annals of Tourism Research","volume":"110 ","pages":"Article 103888"},"PeriodicalIF":10.4000,"publicationDate":"2025-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Annals of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0160738324001658","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, from a technology acceptance perspective using innovation diffusion theory and a mixed-method approach, explores how digital resurrection technology influences destination word of mouth. Grounded theory and experimental results show: First, for non-serious destinations, adopting digital resurrection technology enhances word of mouth, while for serious destinations, not adopting it leads to better word of mouth. Second, in non-serious destinations, perceived compatibility mediates the positive effect of adoption, while in serious destinations, adoption weakens word of mouth through moral disgust. Third, in non-serious destinations, resurrection image with high appearance realism enhances perceived compatibility, thus improving word of mouth; in serious destinations, low appearance realism evokes greater moral disgust, reducing word of mouth. Fourth, Tourists' openness to experience moderates these mediating effects.
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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