TY - JOUR
T1 - Good deeds deserve good outcomes : Leveraging generative artificial intelligence to reduce tourists' avoidance of ethical brands embracing stigmatized groups
AU - Lv, Linxiang
AU - Liang, Yongheng
AU - Chen, Siyun
AU - Liu, Gus Guanrong
AU - Liao, Jiancai
N1 - Publisher Copyright:
© 2024
PY - 2025/1
Y1 - 2025/1
N2 - Incorporating diversity, equity, and inclusivity often leads tourism brands to support stigmatized groups, yet tourists may perceive these groups negatively and avoid these brands. Drawing from one field study on the Facebook Ad platform and two experimental studies, we find that brand avoidance among tourists is reduced when tourism brands adopt AI-generated (vs. human-generated) moral content to support stigmatized dissociative out-groups. This effect is mediated by tourists' psychological proximity to these groups and is weakened for those with a strong sense of common fate with these out-groups. These insights contribute to tourism literature on generative AI and diversity, equity, and inclusivity while offering strategic guidance for brands seeking to embrace stigmatized groups.
AB - Incorporating diversity, equity, and inclusivity often leads tourism brands to support stigmatized groups, yet tourists may perceive these groups negatively and avoid these brands. Drawing from one field study on the Facebook Ad platform and two experimental studies, we find that brand avoidance among tourists is reduced when tourism brands adopt AI-generated (vs. human-generated) moral content to support stigmatized dissociative out-groups. This effect is mediated by tourists' psychological proximity to these groups and is weakened for those with a strong sense of common fate with these out-groups. These insights contribute to tourism literature on generative AI and diversity, equity, and inclusivity while offering strategic guidance for brands seeking to embrace stigmatized groups.
KW - ChatGPT
KW - Diversity, equity, and inclusivity
KW - Ethical brand
KW - Generative artificial intelligence
KW - Tourists' brand avoidance
UR - http://www.scopus.com/inward/record.url?scp=85211203234&partnerID=8YFLogxK
U2 - 10.1016/j.annals.2024.103889
DO - 10.1016/j.annals.2024.103889
M3 - Article
AN - SCOPUS:85211203234
SN - 0160-7383
VL - 110
JO - Annals of Tourism Research
JF - Annals of Tourism Research
M1 - 103889
ER -