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TRUVACE RECORD VERSION
record: TRV-2026-2668
version: 1
kind: certified
reason: Certified into the record
timestamp: 2026-11-12T16:58:15.366258Z
status: published
lens: g_space
sector: business
headline: The power of two-sidedness: enhancing the user engagement intention towards AI-generated emotional tourism advertising
dek: The growing application of artificial intelligence (AI) in tourism communication has transformed the ways destinations and businesses engage with potential travelers. Yet, the role of emotional intensity in shaping user engagement and the underlying mechanism remain underexplored. Drawing on attribution theory, this study employed two experiments to investigate these dynamics. Study 1 examined the main effect (N = 126), and Study 2 tested the underlying mechanism (N = 210). The results indicate an initial increa…
gain_title: In two experiments with 126 and 210 participants, researchers found that two-sided AI-generated tourism advertising reduced viewers' skepticism and strengthened their intention to engage with the ad.
problem_title: (none)
trace_subject: (none)
gain_reading: In two experiments with 126 and 210 participants, researchers found that two-sided AI-generated tourism advertising reduced viewers' skepticism and strengthened their intention to engage with the ad.
gain_evidence: two-sided advertising reduces skepticism and strengthens engagement
problem_reading: (none)
problem_evidence: (none)
quick_read: Two experiments tested how emotional intensity in AI-generated tourism advertising shapes people's intention to engage with it. Study 1 involved 126 participants and looked at the main effect; Study 2 involved 210 participants and tested the mechanism behind it.

Engagement first rose and then fell as emotional intensity increased. The pattern was mediated by two factors: how connected people felt to the AI (self-AI connection) and how skeptical they were of AI advertising.

Two-sided advertising, which presents more than one side, lowered skepticism and strengthened engagement. The authors frame it as a more credible and responsible approach for destinations and tourism businesses.
limitation: 
tag: Evidence-backed gain
key_points: The research used two experiments grounded in attribution theory, with 126 participants in Study 1 and 210 in Study 2. | Engagement with AI-generated tourism ads increased and then decreased as emotional intensity rose. | Self-AI connection and AI advertising skepticism mediated the link between emotional intensity and engagement. | Two-sided advertising reduced skepticism and strengthened engagement. | The authors describe two-sided narratives as a way to build trust and support long-term relationships between destinations and travelers.
rundown: The study, published in the Asia Pacific Journal of Tourism Research, addresses how AI-generated emotional advertising affects potential travelers. It notes that the role of emotional intensity in shaping engagement and its underlying mechanism had been underexplored.

Study 1 (N = 126) tested the main effect of emotional intensity on engagement intention, finding an initial rise followed by a decline. Study 2 (N = 210) tested the mechanism, identifying self-AI connection and AI advertising skepticism as mediators.

The authors conclude that dual-sided narratives in AI-generated tourism advertising can build trust and increase user participation, contributing to sustainable marketing practices.
sources:
- peer_reviewed | Asia Pacific Journal of Tourism Research | https://doi.org/10.1080/10941665.2026.2662281 | 2026-08-05
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