Bui, Hien Thu ORCID: https://orcid.org/0000-0002-3146-7098, Filimonau, Viachaslau and Sezerel, Hakan (2024) AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions. Journal of Destination Marketing & Management, 34 (100956).

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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.

Item Type:	Article
Status:	Published
DOI:	10.1016/j.jdmm.2024.100956
Subjects:	H Social Sciences > H Social Sciences (General)
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/10986

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