AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions

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

Journal of Destination Marketing & Management Pub Date : 2024-10-28 DOI:10.1016/j.jdmm.2024.100956

Hien Thu Bui , Viachaslau Filimonau , Hakan Sezerel

{"title":"AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions","authors":"Hien Thu Bui , Viachaslau Filimonau , Hakan Sezerel","doi":"10.1016/j.jdmm.2024.100956","DOIUrl":null,"url":null,"abstract":"<div><div>Artificial intelligence (AI) can generate high-quality destination images to attract prospective visitors. The perceived authenticity of these images can determine the extent to which tourists will patronize a destination. This study proposes the concept of AI-thenticity defined indexically as the originality of artificial intelligence-generated content and iconically as how accurately and faithfully artificial intelligence-generated content reproduces the original. Experimental research design is employed to explore the relationships between AI- versus human-made (labelled and non-labelled) destination photos, perceived authenticity, trust, congruence, and patronage intentions. The results show that perceived authenticity of AI-generated images positively influences trust, and patronage intentions. Notably, congruence between AI-generated images and tourists mediates the relationship between AI-thenticity and patronage intentions. Although perceived authenticity is more pronounced for human-generated images, perceived authenticity of AI-generated content is significant, especially if it is non-labelled. Theoretically, the study demonstrates how AI-thenticity can aid in understanding the concept of authenticity in a rapidly digitizing world. Practically, the study shows the potential of AI for destination management and marketing.</div></div>","PeriodicalId":48021,"journal":{"name":"Journal of Destination Marketing & Management","volume":"34 ","pages":"Article 100956"},"PeriodicalIF":8.9000,"publicationDate":"2024-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Destination Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2212571X24001045","RegionNum":2,"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

Artificial intelligence (AI) can generate high-quality destination images to attract prospective visitors. The perceived authenticity of these images can determine the extent to which tourists will patronize a destination. This study proposes the concept of AI-thenticity defined indexically as the originality of artificial intelligence-generated content and iconically as how accurately and faithfully artificial intelligence-generated content reproduces the original. Experimental research design is employed to explore the relationships between AI- versus human-made (labelled and non-labelled) destination photos, perceived authenticity, trust, congruence, and patronage intentions. The results show that perceived authenticity of AI-generated images positively influences trust, and patronage intentions. Notably, congruence between AI-generated images and tourists mediates the relationship between AI-thenticity and patronage intentions. Although perceived authenticity is more pronounced for human-generated images, perceived authenticity of AI-generated content is significant, especially if it is non-labelled. Theoretically, the study demonstrates how AI-thenticity can aid in understanding the concept of authenticity in a rapidly digitizing world. Practically, the study shows the potential of AI for destination management and marketing.

查看原文本刊更多论文

人工智能的真实性：探索人工智能生成的视觉内容的真实性对游客光顾意愿的影响

人工智能（AI）可以生成高质量的目的地图像，以吸引潜在游客。游客对这些图像真实性的感知决定了他们会在多大程度上光顾目的地。本研究提出了 "人工智能真实性"（AI-thenticity）的概念，其索引性定义为人工智能生成内容的原创性，标志性定义为人工智能生成内容如何准确、忠实地再现原始内容。本文采用实验研究设计，探讨了人工智能与人造（贴标签和不贴标签）目的地照片、感知真实性、信任度、一致性和光顾意愿之间的关系。结果显示，对人工智能生成的图片的真实性感知会对信任和光顾意愿产生积极影响。值得注意的是，人工智能生成的图像与游客之间的一致性调解了人工智能真实性与光顾意愿之间的关系。虽然人类生成的图像的真实性感知更为明显，但人工智能生成的内容的真实性感知也很重要，尤其是在没有标签的情况下。从理论上讲，这项研究展示了在快速数字化的世界中，人工智能真实性如何帮助人们理解真实性的概念。在实践中，这项研究显示了人工智能在目的地管理和营销方面的潜力。

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分钟内获得全文求助全文

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.