Artificial intelligence animation advertising influences tourists’ travel intention
Year: 2026
Type: article
Study design: Observational Study
Abstract: We used the extended theory of planned behavior model to analyze the effect of artificial intelligence (AI) animation advertising on tourists’ travel intention, incorporating attitude, subjective norms, and perceived behavioral control as mediators. Convenience sampling was used to recruit 312 participants, who completed an online survey. The results indicated that the relationship between AI animation advertising and tourist travel intention was mediated by attitude, subjective norms, and perceived behavioral control. Our comprehensive framework for exploring the role of AI animation advertising in influencing tourists’ attitude, subjective norms, and perceived behavioral control provides a new perspective to improve tourists’ travel intention. Future research could take a random sampling approach to select respondents from organizations across different industries to increase the generalizability of the results.
DOI: 10.2224/sbp.14738
Authors: Yufu Chen, Dongjuan Lyu
Institutions: Dongguan University of Technology, City University of Macau
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7127339462