AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions

• Published in: Journal of destination marketing & management Vol. 34; p. 100956
• Main Authors: Bui, Hien Thu, Filimonau, Viachaslau, Sezerel, Hakan
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01-12-2024
• Subjects: Artificial intelligence; Authenticity; Congruence; Destination photos; Patronage intention; Trust; Authenticity; Patronage intention; Congruence; Artificial intelligence; Trust; Destination photos
• ISSN: 2212-571X
• DOI: 10.1016/j.jdmm.2024.100956

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.
•Perceived authenticity positively influences trust and patronage intentions.•Trust positively influences patronage intentions and mediates relationship between perceived authenticity and patronage intentions.•Congruence mediates relationship between perceived authenticity and patronage intentions.•Perceived authenticity mediates relationship between human-generated vs. AI-generated visual content and patronage intentions.•Perceived authenticity is significant when content is not labelled as AI-generated, and is more pronounced for human-generated and labelled visual content.