Mengmeng Song , Hongyu Chen , Yuchen Wang , Yucong Duan
{"title":"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","authors":"Mengmeng Song , Hongyu Chen , Yuchen Wang , Yucong Duan","doi":"10.1016/j.jdmm.2024.100892","DOIUrl":null,"url":null,"abstract":"<div><p>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.</p></div>","PeriodicalId":48021,"journal":{"name":"Journal of Destination Marketing & Management","volume":null,"pages":null},"PeriodicalIF":8.9000,"publicationDate":"2024-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Can AI fully replace human designers? Matching effects between declared creator types and advertising appeals on tourists’ visit intentions\",\"authors\":\"Mengmeng Song , Hongyu Chen , Yuchen Wang , Yucong Duan\",\"doi\":\"10.1016/j.jdmm.2024.100892\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>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.</p></div>\",\"PeriodicalId\":48021,\"journal\":{\"name\":\"Journal of Destination Marketing & Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":8.9000,\"publicationDate\":\"2024-03-26\",\"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/S2212571X24000404\",\"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}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Destination Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2212571X24000404","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}
Can AI fully replace human designers? Matching effects between declared creator types and advertising appeals on tourists’ visit intentions
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.
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.