Generative artificial intelligence adoption shapes green destination branding through destination anthropomorphism and perceived warmth
Abstract Destination management organisations (DMOs) are rapidly adopting generative artificial intelligence (AI) to engage tourists, yet little is known about how this adoption shapes sustainable destination brands. This study proposes and tests a sequential mediation model linking Generative AI Adoption (GAIA) to Gre...
S Yasmin Hussain, Asim Masood, Faizan ul Haq et al.
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