Browsing by Author "Ivanov, S."

Now showing 1 - 3 of 3

Beyond Human Touch: Evaluating the Effectiveness of AI, Human, and Hybrid-Generated Tourism Promotional Texts
(Emerald Publishing, 2025) Carvalho, I.; Loureiro, S.M.C.; Ivanov, S.; Björk, P.; Seyitoğlu, F.
Purpose – This research aimed to compare the effectiveness of human-generated, AI-generated (ChatGPT), and hybrid promotional texts using the AIEDA model, which incorporates anticipated emotions from the Model of Goal-Directed Behavior. Design/methodology/approach – We conducted an experimental study and applied PLS-SEM and other inferential statistics to analyze whether 455 participants from the UK could differentiate between human-created, AI-generated (ChatGPT), and hybrid promotional texts and compared promotional effectiveness. Findings – Participants were not able to distinguish between the three texts. However, the human-generated text was consistently less preferred. Effectiveness perceptions declined as participants suspected AI authorship, regardless of the text’s actual source (human, AI, or hybrid). The AIEDA model, which incorporates positive and negative anticipated emotions, proved effective in all three scenarios. Practical implications – Tourism marketers can leverage AI for content creation but should maintain human oversight. Originality/value – The study adds to communication theories and research on promotional text by deepening our understanding of algorithmic authorship and its impact on consumer behavior in tourism marketing. This study was one of the first to compare the effectiveness of human-created, AI-generated, and hybrid texts in tourism marketing, correlate respondents’ preferences toward advertising texts with texts’ suspected AI authorship, and use an extended AIEDA model. © 2025 Emerald Publishing Limited
Tourism, automation and responsible consumption and production: a horizon 2050 paper
(Emerald Publishing, 2025) Ivanov, S.; Seyitoğlu, F.; Webster, C.
Purpose: By focusing on Sustainable Development Goal 12 (SDG 12) and tourism automation, this perspective paper aims to investigate how tourism and automation will work to create a world in which tourism has more sustainable production and consumption patterns. Design/methodology/approach: This perspective paper reviews the past developments of automation in tourism in the context of sustainable production and consumption patterns, the lessons learned from the COVID-19 pandemic and looks at the future of tourism and how automation will help it be more sustainable in terms of consumption and production patterns. Findings: The insights from this analysis suggest that automation technologies will play a major role in both the supply and demand sides of the tourism and hospitality industry, encouraging increased tourism sustainability. While automation technologies will have the greatest impact on the supply side in the near future, as such technologies will be used to minimise waste and energy usage, creating large gains for environmental protection, the technologies will also benefit responsible consumption. Big data and analytical technologies will work in ways to ensure that consumers are nudged into consumer practices that are increasingly sustainable. Originality/value: This perspective paper synthesises the literature on the subjects, namely, automation and SDG 12 in tourism, and points to important new future research agenda. This is one of the first papers in tourism to blend automation and SDG 12 literature to shed light on the use of automation in sustainable consumption and production in tourism. © 2024, Emerald Publishing Limited.
Citation - Scopus: 60
Understanding the Robotic Restaurant Experience: a Multiple Case Study
(Emerald Group Holdings Ltd., 2022) Seyitoğlu, F.; Ivanov, S.; 11.02. Department of Tourism Guidance / Turizm Rehberliği Bölümü; 11. Faculty of Tourism / Turizm Fakültesi; 01. Mardin Artuklu University / Mardin Artuklu Üniversitesi
Purpose: The purpose of this study is to investigate the robotic restaurant experience of travellers around the world and understand the components of robotic restaurant experience. Design/methodology/approach: Travellers who had experienced a robotic restaurant were purposefully selected as a sample group for the study. As the robotic restaurants are limited around the world, multiple case study method has been chosen to gather richer data. A user-generated content technique which is a form of qualitative case study method has been benefited to gather data from travellers’ reviews. Findings: The results reveal a model of components of robotic restaurant experience that include six main themes: attraction for kids, robotic system, memorable experience, ambience related attributes, food related attributes (economic value and gastronomic aspects) and deficiencies (in robotic system, in ambience related attributes and in food related attributes). Originality/value: This paper is one of the first to investigate the robotic restaurant experience of travellers around the world. Moreover, it contributes to the research on restaurant experience and offers a model of components of the robotic restaurant experience. © 2020, Faruk Seyitoğlu and Stanislav Ivanov.