Application of Generative Artificial Intelligence in Simulating Virtual Tourism Experiences: Examining the Impact on Post-COVID Tourist Behavior

This article examines the application of generative artificial intelligence in simulating virtual tourism experiences and its impact on tourist behavior in the postCOVID era. Utilizing advanced technologies such as Stable Diffusion, ChatGPT, and WebXR, a system has been designed to create interactive virtual experiences of tourist destinations. A literature review reveals that both virtual experiences and generative AI hold significant potential in the tourism industry. However, few studies have explored how these two technologies can be combined and their impact on tourist behavior. Additionally, considering that generative AI, as a tool for simulating tourism experiences, significantly influences tourists' perception of destinations and attractions, travel intention, travel anxiety, and willingness to pay, studying generative AI and virtual tourism seems essential and important. Therefore, this study aims to review previous research and explore the impact of AI-based virtual tourism experiences on tourist behavior in the post-COVID era. Moreover, the study investigates factors influencing the effectiveness of these experiences and the moderating role of safety and health concerns. Results also show that perceived realism and interactivity of virtual experiences are key factors in the effectiveness of these experiences. This research provides a theoretical framework for understanding the influence of generative AI on tourism behavior and offers important practical implications for destination marketers and policymakers in the post-COVID tourism industry.