Xu, Han, Yang, Zhouwei, Law, Robert, Li, Xi and Cheung, Lewis T. O. ORCID: https://orcid.org/0000-0002-1619-0473 (2026) Impact of the artificial intelligence robot applications in the mega-sport event on destination loyalty formation process: The case of Hangzhou Asian Games 2022. Journal of Destination Marketing & Management, 41 (101106).

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Abstract

Despite the widespread adoption of artificial intelligence (AI) robots in the tourism and travel industry, their effectiveness in enhancing service quality and tourist satisfaction remains understudied, particularly in their application in mega-events. Drawing on affective event theory, this study examines the impact of AI robot applications on event quality, spectator satisfaction, and destination loyalty. Data were collected from 377 tourists attending the 19th Asian Games in Hangzhou, China, in 2023. Results confirm that AI robot applications enhance event quality, satisfaction, and destination loyalty. Whereas robot anthropomorphism improves overall robot value, functional and emotional values demonstrate differing impacts. Functional value emerges as the strongest driver, directly influencing event quality, satisfaction, and subsequently, destination loyalty. Conversely, emotional value has a direct impact on satisfaction, which positively affects destination loyalty. However, it does not directly influence event quality. Findings extend our understanding of AI robot applications in mega-events, broadening perspectives from event-specific outcomes to destination marketing and management implications.

Item Type:	Article
Status:	Published
DOI:	10.1016/j.jdmm.2026.101106
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/14680

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