AI-infused video marketing : exploring the influence of AI-generated tourism videos on tourist decision-making

Abstract

As Generative Artificial Intelligence (AI) becomes increasingly integrated into daily experiences, AI-generated content (AIGC) is gaining prominence in marketing. Despite the significant potential of AI-generated videos to transform the tourism industry, there has been limited exploration of their impact in both practical and academic contexts. This paper addresses this gap by applying topic modeling and thematic analysis to social media comments and survey responses. This study proposes a conceptual framework for AI-generated tourism destination videos, identifying 17 themes. The findings highlight key differences compared to human-generated tourism videos, particularly in terms of authenticity and trustworthiness. This paper also contributes to the literature on tourism videos by presenting a pioneering study of AIGC. Furthermore, this research offers practical insights for tourism marketers seeking to effectively integrate AIGC into their marketing strategies.