Harnessing AI-driven word of mouth: construction, validation, and impact on AI distinctiveness and visit intention in rural tourism

This paper aims to develop a measurement scale for artificial intelligence word-of-mouth (AIWOM) in the tourism industry within emerging markets. The target respondents are Vietnamese tourists who are aware of the use of AI tools in the tourism sector. Data for the qualitative research were collected through online in-depth interviews, while data for the quantitative research were collected online through a research company’s panel. The AIWOM measurement encompasses three main components: AI-mediated, AI-generated, and AI-personalized WOM. Moreover, distinctiveness and emotional experience significantly affected AIWOM components, driving tourists’ intention to visit rural areas. Tourists’ expectations moderated the relationships in the model.