| Title |
Can generative artificial intelligence enhance brand performance in tourism? A mixed-methods study integrating service-dominant logic, social exchange theory, and uncanny valley theory |
| Authors |
Giri, Arunangshu ; Chakrabarty, Dipanwita ; Lim, Weng Marc ; Mangla, Sachin Kumar ; Hollebeek, Linda Desiree |
| DOI |
10.1016/j.tmp.2025.101442 |
| Full Text |
|
| Is Part of |
Tourism management perspectives.. Amsterdam : Elsevier Ltd.. 2026, vol. 60, art. no. 101442, p. [1-19].. ISSN 2211-9736. eISSN 2211-9744 |
| Keywords [eng] |
anthropomorphism ; brand performance ; generative artificial intelligence ; service design ; service expectation ; tourist engagement |
| Abstract [eng] |
Generative artificial intelligence (GAI) holds transformative potential for the tourism industry, though its effects on brand performance, a critical driver of competitive advantage, remain underexplored. This study investigates the impact of GAI on brand performance in tourism, drawing on service-dominant (S-D) logic, social exchange theory, and uncanny valley theory as theoretical lenses and employing a mixed-methods approach involving interviews and surveys. Qualitative themes include GAI service design, GAI service expectation, tourist engagement, and brand performance, which collectively provide a comprehensive view of GAI’s role in tourism. Quantitative results further reveal that GAI positively influences brand performance, which evidences its impact in tourism, and that anthropomorphism moderates tourist engagement, such that GAI with greater humanlike attributes engages tourists more effectively. In turn, these insights enrich the tourism literature and offer practical guidance for tourism managers in developing future strategies involving GAI. |
| Published |
Amsterdam : Elsevier Ltd |
| Type |
Journal article |
| Language |
English |
| Publication date |
2026 |
| CC license |
|
