Artificial intelligence (AI) technology in destination advertising: The impact of video-based destination anthropomorphism on destination image

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. • Video-based anthropomorphism strategies promote the formation of destination image. • Video-based destination anthropomorphism influences tourists' mind perception of AI. • Tourists' AI mind perception affects their destination image. • The mediating role of AI mind perception is established. • AI anxiety moderates the impact of video-based destination anthropomorphism on AI mind perception.