When AI takes the wheel: The effectiveness of AI versus human-generated content in tourism marketing
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on November 17, 2025
Abstract
Journal of Vacation Marketing, Ahead of Print.
With the increasing prevalence of artificial intelligence (AI)-generated content (AIGC) in tourism marketing, this research explores the effectiveness of AIGC and its underlying mechanisms. Through a multimethod approach that includes a preliminary study ...
With the increasing prevalence of artificial intelligence (AI)-generated content (AIGC) in tourism marketing, this research explores the effectiveness of AIGC and its underlying mechanisms. Through a multimethod approach that includes a preliminary study ...