Drawing upon existing anthropomorphism literature, this research employed two experiments to investigate the relationships among video-based destination anthropomorphism, AI mind perception, and destination image, while examining the moderating influence of AI anxiety. Study 1 confirmed that video-based destination anthropomorphism and AI mind perception positively impact destination image. It also demonstrated that video-based destination anthropomorphism positively affects AI mind perception and established the mediating role of AI mind perception. Study 2 verified that AI anxiety moderates the impact of video-based destination anthropomorphism on AI mind perception. These research outcomes contribute to the body of knowledge in destination marketing literature by constructing an integrated model. Furthermore, the findings offer valuable insights for destination marketers and advertisers in enhancing destination image through anthropomorphic strategies.

中文翻译：

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目的地广告中的人工智能 （AI） 技术：基于视频的目的地拟人化对目的地形象的影响


借鉴现有的拟人化文献，本研究采用了两个实验来研究基于视频的目的地拟人化、AI 思维感知和目的地图像之间的关系，同时考察了 AI 焦虑的调节影响。研究 1 证实，基于视频的目的地拟人化和 AI 思维感知对目的地形象有积极影响。它还表明，基于视频的目标拟人化对 AI 思维感知产生积极影响，并确立了 AI 思维感知的中介作用。研究 2 证实，AI 焦虑缓和了基于视频的目标拟人化对 AI 心理感知的影响。这些研究成果通过构建一个综合模型，为目的地营销文献中的知识体系做出了贡献。此外，这些发现为目的地营销人员和广告商提供了有价值的见解，以通过拟人化策略提升目的地形象。