Co-creating with ChatGPT for tourism marketing materials
Bibliographic Data
| ID | 13136362 |
|---|---|
| Authors | Yaozhi Zhang (0000-0003-0055-6087, University of South-Eastern Norway, corresponding author), Nina K Prebensen (0000-0002-0409-4855, University of South-Eastern Norway) |
| Year | 2024 |
| Volume | 5 |
| Issue | 1 |
| Pages | 100124-100124 |
| Publication date | 2024-02-16 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Annals of Tourism Research Empirical Insights (JOURNAL) |
| Journal identifiers | ISSN: 2666-9579 • E-ISSN: 2666-9579 |
| Publisher | Elsevier BV (PUBLISHER) |
| DOI | 10.1016/j.annale.2024.100124 |
| OpenAlex | W4391914333 |
| Language | EN |
| Citations received | 9 |
| References cited | 32 |
The launch of ChatGPT has the potential to disrupt conventional approaches to tourism marketing. In this context, the present research explores the distinguishability between marketing content created by ChatGPT and that by tourism marketers, while also comparing their respective effects on downstream tourism marketing outcomes. Drawing on two online experiments aligned with realistic destination marketing endeavors, the findings reveal that tourism marketing materials created by ChatGPT successfully pass the Turing Test and achieve textual fluency and perceived attractiveness that are no lower than those yielded by tourism marketers. This study provides preliminary experimental evidence showing the efficacy of applying generative AI like ChatGPT in creating tourism marketing materials, advocating a co-creation relationship between generative AI and tourism marketers
Business · Political science · Tourism · AI in Service Interactions · Artificial Intelligence in Healthcare and Education · FinTech, Crowdfunding, Digital Finance · Marketing
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| Citations per year | 9 |
|---|---|
| Citation span | 2025 - 2026 (2) |
| Highly cited | No |