How Generative Artificial Intelligence Transforms Destination Cultural Narratives: From a Media Ecology Perspective
基于媒介生态学理论，通过38个访谈和733份问卷，发现游客对生成式人工智能的信任和依恋能减轻信息茧房感知，进而促进旅游行为意向，且自我效能感会强化这一作用。
Generative artificial intelligence serves as an information medium that dynamically bridges tourists with destination cultural narratives. Drawing on the media ecology theory, this study employs a sequential mixed-methods design to explore how generative artificial intelligence adoption impacts tourists’ reactions during cultural tourism. Thematic analysis of 38 interviews was conducted to develop the conceptual model, subsequently validated through structural equation modeling using a survey of 733 tourists. The results demonstrate that tourists’ attitudes toward generative artificial intelligence adoption, shaped by its personalized and anthropomorphic features, manifest as trust and attachment, which mitigate tourists’ perceived information cocoon and subsequently promote destination-related behavioral intentions. Tourists’ self-efficacy in managing misinformation strengthens the negative relationship between their generative artificial intelligence attachment and evaluation of information cocoons. This study contributes new knowledge to the field of generative artificial intelligence adoption in cultural tourism and offers an enlightening idea for the advancement of the media ecology theory.