Good deeds deserve good outcomes: Leveraging generative artificial intelligence to reduce tourists' avoidance of ethical brands embracing stigmatized groups

IF 10.4 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Pub Date : 2025-01-01 DOI:10.1016/j.annals.2024.103889

Linxiang Lv , Yongheng Liang , Siyun Chen , Gus Guanrong Liu , Jiancai Liao

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.

查看原文本刊更多论文

善行应该得到好的结果：利用生成式人工智能来减少游客对道德品牌的回避，拥抱被污名化的群体

结合多样性、公平性和包容性往往会导致旅游品牌支持被污名化的群体，但游客可能会对这些群体产生负面看法，并避免使用这些品牌。通过对Facebook广告平台的一项实地研究和两项实验研究，我们发现，当旅游品牌采用人工智能生成（相对于人类生成）的道德内容来支持被污名化的分离性外群体时，游客的品牌回避会减少。这种效应被游客与这些群体的心理接近所中介，而对于那些与这些群体有强烈共同命运感的游客来说，这种效应被削弱了。这些见解有助于生成式人工智能和多样性、公平性和包容性的旅游文献，同时为寻求接纳污名化群体的品牌提供战略指导。

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

Annals of Tourism Research Multiple-

CiteScore

19.10

自引率

9.10%

发文量

135

审稿时长

42 days

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.