Can AI fully replace human designers? Matching effects between declared creator types and advertising appeals on tourists’ visit intentions

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2024-03-26 DOI:10.1016/j.jdmm.2024.100892

Mengmeng Song , Hongyu Chen , Yuchen Wang , Yucong Duan

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引用次数: 0

Abstract

Artificial intelligence (AI) offers digital tools that advertisers can use to create ads and automate various advertising processes. It has reorganized and upgraded traditional advertising and specifically improved advertising efficiency for tourist destinations. Adopting the computers-are-social-actors paradigm and spreading–activation theory, this study examined how the relationship between declared creator types (AI vs. human) and advertising appeals (rational vs. emotional) affects individuals' visit intentions. Three scenario-based experiments were conducted. They revealed that advertisements with rational appeals improved visit intention for AI-generated ads more effectively. In contrast, those with emotional appeals were more attractive when the declared creator was human. This effect was mediated by information processing fluency. The results also confirmed the moderating role of tourists’ involvement in these relationships. This research expands the range of applications of AI-generated content in advertising and can inform practical marketing strategies for tourist destinations.

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人工智能能否完全取代人类设计师？宣称的创作者类型与广告诉求对游客游览意向的匹配效应

人工智能（AI）提供了数字化工具，广告商可以利用这些工具制作广告，并使各种广告流程自动化。它对传统广告进行了重组和升级，特别是提高了旅游目的地的广告效率。本研究采用 "计算机即社会行动者 "范式和 "传播-激活 "理论，探讨了声明创作者类型（人工智能与人类）和广告诉求（理性与感性）之间的关系如何影响个人的访问意图。研究进行了三个基于场景的实验。实验结果显示，理性诉求的广告能更有效地提高人工智能广告的访问意愿。相比之下，当宣称的创作者是人类时，带有情感诉求的广告更有吸引力。这种效应受信息处理流畅度的影响。研究结果还证实了游客参与在这些关系中的调节作用。这项研究拓展了人工智能生成内容在广告中的应用范围，可为旅游目的地的实际营销策略提供参考。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.