Use of a robot and the personalization of information provision in tourism marketing promotions

Abstract

Although a framework for artificial empathy exists in marketing research, the marketing effects of artificial empathy when using robots and generative artificial intelligence (AI) have not been sufficiently verified. This study shows that in the promotion of tourism services, artificial empathy can be achieved through the use of robots and personalization of the way information is conveyed. We established and verified a research model based on the hypothesis that influences visit intention. When using personalized explanations with generative AI, artificial empathy had a statistically significant positive impact on visit intention through helpfulness and perceived connectedness. Merely using robots cannot influence the outcomes (visit intentions). However, even without changing the main promotional content, we can influence the outcomes by personalizing the presentation to match audience preferences.

Keywords: Artificial empathy, Helpfulness, Perceived connectedness, Visit intention, Robot, Generative AI

DOI: 10.54941/ahfe1005093