Artificial intelligence (AI) technology in destination advertising: The impact of video-based destination anthropomorphism on destination image

被引：3
|
作者：
Wang, Junfeng [1 ]
机构：
[1] Nanjing Univ Finance & Econ, Sch Business Adm, 3 Wenyuan Rd, Nanjing, Jiangsu, Peoples R China
来源：
JOURNAL OF DESTINATION MARKETING & MANAGEMENT | 2025年 / 35卷
关键词：
Destination anthropomorphism; AI mind perception; Destination image; AI anxiety; TOURIST;
D O I：
10.1016/j.jdmm.2024.100966
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Drawing upon existing anthropomorphism literature, this research employed two experiments to investigate the relationships among video-based destination anthropomorphism, AI mind perception, and destination image, while examining the moderating influence of AI anxiety. Study 1 confirmed that video-based destination anthropomorphism and AI mind perception positively impact destination image. It also demonstrated that videobased destination anthropomorphism positively affects AI mind perception and established the mediating role of AI mind perception. Study 2 verified that AI anxiety moderates the impact of video-based destination anthropomorphism on AI mind perception. These research outcomes contribute to the body of knowledge in destination marketing literature by constructing an integrated model. Furthermore, the findings offer valuable insights for destination marketers and advertisers in enhancing destination image through anthropomorphic strategies.
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页数：10
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