A Study on the Mechanism of Visit Intention Formation by Generative AI-Based Regional Festival Promotional Content in Korea

초록

This study examined the structural relationships among human touch cues, perceived authenticity, trust, attitude, and visit intention in generative AI-based promotional content for local festivals. Because human touch cues, rather than generative AI use or AI specific content features, were specified as the independent variable, the findings reflect the effect of human centered expression in AI generated content rather than the effectiveness of generative AI technology itself. Survey data were collected from university students who had viewed generative AI-based local festival promotional videos, and 316 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0. Human touch cues had significant positive effects on perceived authenticity, trust, and attitude. Perceived authenticity, in turn, positively influenced trust and attitude, and trust positively influenced both attitude and visit intention. Attitude also significantly increased visit intention. These results suggest that embedding human-like expression and emotional storytelling in AI-generated promotional content strengthens consumers’ sense of authenticity and trust, which leads to more favorable attitudes and stronger intentions to visit local festivals. Most previous work has focused on AI-generated tourism images or the acceptance of AI services; this study instead proposes and validates an integrated model linking human touch cues, perceived authenticity, trust, attitude, and visit intention within generative AI-based local festival promotion. The findings offer theoretical and practical implications for using generative AI effectively in tourism marketing.

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