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Tourists and AI: A Political Ideology Perspective

Patrick van Esch, Yuanyuan (Gina) Cui, Gopal Das, Shailendra Pratap Jain and Jochen Wirtz
Journal Name
Annals of Tourism Research
Journal Publication
others
Publication Year
2022
Journal Publications Functional Area
Marketing
Publication Date
Vol. 97, November 2022, 103471, Pg. 1-14
Abstract

The tourism industry has adopted AI agents as substitutes for human contact. We examine how tourists respond to AI in hotel service settings during a pandemic. Four studies show that services featuring human interaction is preferred to AI enabled interaction. Moreover, subjective happiness is identified as the underlying causal mechanism that drives this effect. We provide further nuanced insights by showing that politically conservative tourists discriminate between service agent types more. Theoretically we contribute to a more fine-grained understanding of tourists' responses towards AI by examining an affective and an individual difference factor (political ideology). Practically, marketers are encouraged to incorporate tourists' ideologies and psychographics into segmentation, targeting, and positioning considerations, thereby enhancing their marketing effectiveness.

Tourists and AI: A Political Ideology Perspective

Author(s) Name: Patrick van Esch, Yuanyuan (Gina) Cui, Gopal Das, Shailendra Pratap Jain and Jochen Wirtz
Journal Name: Annals of Tourism Research
Volume: Vol. 97, November 2022, 103471, Pg. 1-14
Year of Publication: 2022
Abstract:

The tourism industry has adopted AI agents as substitutes for human contact. We examine how tourists respond to AI in hotel service settings during a pandemic. Four studies show that services featuring human interaction is preferred to AI enabled interaction. Moreover, subjective happiness is identified as the underlying causal mechanism that drives this effect. We provide further nuanced insights by showing that politically conservative tourists discriminate between service agent types more. Theoretically we contribute to a more fine-grained understanding of tourists' responses towards AI by examining an affective and an individual difference factor (political ideology). Practically, marketers are encouraged to incorporate tourists' ideologies and psychographics into segmentation, targeting, and positioning considerations, thereby enhancing their marketing effectiveness.