Localizing matters: The effect of AI accent on tourist travel intention

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

Journal of Destination Marketing & Management Pub Date : 2025-02-02 DOI:10.1016/j.jdmm.2025.100992

Chunxiao Li, Zhirui Qu, Yufan Yang

{"title":"Localizing matters: The effect of AI accent on tourist travel intention","authors":"Chunxiao Li, Zhirui Qu, Yufan Yang","doi":"10.1016/j.jdmm.2025.100992","DOIUrl":null,"url":null,"abstract":"<div><div>This research delves into enhancing AI utilization in the tourism sector by focusing on AI-based destination ambassadors and optimizing their performance. Through introducing schema incongruity theory and meaning transfer theory, this research examines how AI ambassadors speaking in local accents, a form of AI localization, impact tourists’ travel intentions. Three experiments, utilizing varied AI forms and local accents for accent manipulation, demonstrate a positive impact on travel intentions (Studies 1–3). This effect stems from increased positive surprise and competence trust (Studies 2–3). Moreover, individuals with higher subjective knowledge of the local accent respond more positively (Study 3). Theoretically, this study urges a reevaluation of AI’s role given the specialty of tourism consumption and contributes to distinguishing between human and AI. Practically, it provides a valuable tool for AI localization in tourism and underscores the performance-enhancing benefits thereof.</div></div>","PeriodicalId":48021,"journal":{"name":"Journal of Destination Marketing & Management","volume":"36 ","pages":"Article 100992"},"PeriodicalIF":8.9000,"publicationDate":"2025-02-02","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/S2212571X25000046","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

This research delves into enhancing AI utilization in the tourism sector by focusing on AI-based destination ambassadors and optimizing their performance. Through introducing schema incongruity theory and meaning transfer theory, this research examines how AI ambassadors speaking in local accents, a form of AI localization, impact tourists’ travel intentions. Three experiments, utilizing varied AI forms and local accents for accent manipulation, demonstrate a positive impact on travel intentions (Studies 1–3). This effect stems from increased positive surprise and competence trust (Studies 2–3). Moreover, individuals with higher subjective knowledge of the local accent respond more positively (Study 3). Theoretically, this study urges a reevaluation of AI’s role given the specialty of tourism consumption and contributes to distinguishing between human and AI. Practically, it provides a valuable tool for AI localization in tourism and underscores the performance-enhancing benefits thereof.

查看原文本刊更多论文

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.