Digital resurrection technology in destination promotion

Yuchen Wang, Rui Guo, Mengmeng Song and Rob Law

Annals of Tourism Research, 2025, vol. 110, issue C

Abstract: This study, from a technology acceptance perspective using innovation diffusion theory and a mixed-method approach, explores how digital resurrection technology influences destination word of mouth. Grounded theory and experimental results show: First, for non-serious destinations, adopting digital resurrection technology enhances word of mouth, while for serious destinations, not adopting it leads to better word of mouth. Second, in non-serious destinations, perceived compatibility mediates the positive effect of adoption, while in serious destinations, adoption weakens word of mouth through moral disgust. Third, in non-serious destinations, resurrection image with high appearance realism enhances perceived compatibility, thus improving word of mouth; in serious destinations, low appearance realism evokes greater moral disgust, reducing word of mouth. Fourth, Tourists' openness to experience moderates these mediating effects.

Keywords: Generative artificial intelligence; Digital resurrection; Destination word of mouth; Innovation diffusion theory; Character recreation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:110:y:2025:i:c:s0160738324001658

DOI: 10.1016/j.annals.2024.103888

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