The Impact of Integrating Intangible Cultural Heritage Elements into Generative Heritage Images on Tourists' Behavioral Intentions

다국어 초록 (Multilingual Abstract)

In the context of how digital communication is constantly reshaping the tourism industry, generative artificial intelligence, as an emerging technology, is providing new possibilities for destination marketing and cultural heritage display. However, research on how generative AI-generated images affect tourists' psychology and behavioral intentions is still limited, especially the mechanism of its role in heritage tourism and the dissemination of intangible cultural heritage has not been systematically explored. This study uses generative images of heritage buildings and their integration with intangible cultural heritage elements as research objects, and employs multiple control experiments to examine the mechanism by which they affect tourists' behavioural intentions. The research design covers single-factor and double-factor experiments, verifying the mediating role of awe in the relationship between image types and tourists' behavioral intentions, and further testing the moderating effects of cultural participation and perceived authenticity. The research results show that compared to ordinary generative images of heritage buildings, generative images of heritage buildings integrated with intangible cultural heritage elements can significantly enhance tourists' behavioral intentions, and this effect is partially achieved by stimulating tourists' sense of awe. At the same time, cultural participation and perceived authenticity play an important boundary role in this mechanism: tourists with high cultural participation and high perceived authenticity are more likely to be positively influenced by the intangible cultural heritage elements. These findings not only expand the interdisciplinary field of artificial intelligence application, heritage tourism, and tourists' behavior research, but also provide theoretical basis and practical implications for heritage tourism destinations to effectively utilize generative artificial intelligence and intangible cultural heritage elements in digital marketing.

목차 (Table of Contents)

• 1.Introduction 6
• 1.1 Research Background 6
• 1.2 Research Question 10
• 1.3 Research Objectives and Significance 15
• 1.4 Research Innovations 21
• 2.Relevant Theories and Literature Review 25
• 2.1 AI image production 25
• 2.2 Heritage Tourism 28
• 2.3 intangible cultural heritage 32
• 2.4 schema theory 35
• 3.Theoretical Models and Hypothesis Development 39
• 3.1 The Impact of Incorporating Intangible Cultural Heritage Elements on Tourists' 39
• 3.2 The mediating role of a sense of reverence 41
• 3.3 The regulatory role of cultural involvement 42
• 3.4 The regulatory role of perceiving authenticity 44
• 4.Research Methods and Procedures 47
• 4.1 Research Methodology 47
• 4.2 Experiment 1 58
• 4.3 Experiment 2 69
• 4.4 Experiment 3 76
• 4.5 Experiment 4 90
• 5. Conclusion and Discussion 101
• 6.Theoretical Significance 112
• 7. Management Insights 122
• 8. Limitations and Future Research Directions 138
• References 150