Imagen turística generada por inteligencia artificial: autenticidad, confianza e intención de visita
Resumen
El objetivo fue determinar el efecto de una imagen turística generada mediante inteligencia artificial frente a una fotografía tomada por una persona, sobre la autenticidad percibida, la confianza y la intención de visitar la Naciente del río Tioyacu, destino de baja familiaridad en Perú. Se realizó un experimento aleatorizado con postest en 262 adultos. Los datos se analizaron mediante modelos lineales y mediación secuencial con 5000 remuestras bootstrap. La condición IA redujo significativamente la autenticidad percibida; esta predijo positivamente la confianza y la intención de visita. El efecto indirecto de la condición IA sobre la intención, mediante autenticidad y confianza, fue significativo (b = -0,107; IC95% [-0,179, -0,047]), mientras que el efecto total sobre la intención no fue significativo. Se concluye que la influencia de las imágenes turísticas generadas por IA opera mediante evaluaciones de autenticidad y confianza y no como un efecto tecnológico directo sobre la intención de visita.
Descargas
Citas
Ali, F., Yasar, B., Ali, L., & Dogan, S. (2023). Antecedents and consequences of travelers' trust towards personalized travel recommendations offered by ChatGPT. International Journal of Hospitality Management, 114, 103588. https://doi.org/10.1016/j.ijhm.2023.103588
Balaban, D. C., & Phua, J. (2026). Is this real or fake? Examining the effects of disclosure of AI-generated content and source type in Instagram-based travel destination advertising on consumer attitudes and behavioral intentions. Computers in Human Behavior, 183, 109047. https://doi.org/10.1016/j.chb.2026.109047
Belanche, D., Ibáñez-Sánchez, S., Jordán, P., y Matas, S. (2025). Customer reactions to generative AI vs. real images in high-involvement and hedonic services. International Journal of Information Management, 85, 102954. https://doi.org/10.1016/j.ijinfomgt.2025.102954
Bigne, E., Ruiz, C., y Curras-Perez, R. (2024). How consumers process online review types in familiar versus unfamiliar destinations. A self-reported and neuroscientific study. Technological Forecasting and Social Change, 199. https://doi.org/10.1016/j.techfore.2023.123067
Bilgihan, A., Dogru, T., Hanks, L., Line, N., & Mody, M. (2024). The GAI marketing model: A conceptual framework and future research directions. International Journal of Hospitality Management, 123, 103929. https://doi.org/10.1016/j.ijhm.2024.103929
Bui, H. T., Filimonau, V., & Sezerel, H. (2024). AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions. Journal of Destination Marketing & Management, 34, 100956. https://doi.org/10.1016/j.jdmm.2024.100956
Cheng, W., Yu, J., Wang, S., Yan, W., Nah, K., & Gong, J. (2026). Tropical island visual strategies for sustainable tourism: Contrasting real photographs and AI-generated images. Sustainability, 18(1), 285. https://doi.org/10.3390/su18010285
Choi, M., Choi, Y., Bangura, E., & Kim, D. (2024). ChatGPT or online review: Which is a better determinant of customers' trust in Airbnb listings and stay intention? International Journal of Hospitality Management, 122, 103852. https://doi.org/10.1016/j.ijhm.2024.103852
Chung, C., Shin, S., & Chung, N. (2025). Satiation of generative AI images. Annals of Tourism Research, 115, 104054. https://doi.org/10.1016/j.annals.2025.104054
Hou, L., Min, Y., Pan, X., & Gong, Z. (2025). Distinguishing AI-generated versus real tourism photos: Visual differences, human judgment, and deep learning detection. Information Processing & Management, 62(5), 104218. https://doi.org/10.1016/j.ipm.2025.104218
Kirkby, A., Baumgarth, C., & Henseler, J. (2023). To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude. Journal of Product & Brand Management, 32(7), 1108–1122. https://doi.org/10.1108/JPBM-02-2022-3864
Li, C., Cao, Q., Hua, S., & Tao, C.-W. (2025). When AI takes the wheel: The effectiveness of AI versus human-generated content in tourism marketing. Journal of Vacation Marketing. https://doi.org/10.1177/13567667251393512
Li, W., Goh, C. F., Wu, Y., & Tan, O. K. (2026). Why AI looks less real: The role of cultural learning cues in tourism destination imagery. Journal of Theoretical and Applied Electronic Commerce Research, 21(6), 193. https://doi.org/10.3390/jtaer21060193
Pham, H. C., Duong, C. D., & Nguyen, G. K. H. (2024). What drives tourists' continuance intention to use ChatGPT for travel services? A stimulus-organism-response perspective. Journal of Retailing and Consumer Services, 78, 103758. https://doi.org/10.1016/j.jretconser.2024.103758
Popa, L. M. (2026). Misguided Tourism in the Age of AI? Implications for Tourist Decision-Making and Destination Reputation. Journal of Smart Tourism, 0(0). https://doi.org/10.1177/27652157261470079
Seo, I. T., Liu, H., Li, H., & Lee, J. S. (2025). AI-infused video marketing: Exploring the influence of AI-generated tourism videos on tourist decision-making. Tourism Management, 110, 105182. https://doi.org/10.1016/j.tourman.2025.105182
Song, M., Chen, H., Wang, Y., & Duan, Y. (2024). Can AI fully replace human designers? Matching effects between declared creator types and advertising appeals on tourists’ visit intentions. Journal of Destination Marketing & Management, 32, 100892. https://doi.org/10.1016/j.jdmm.2024.100892
Su, L., Lian, Q., & Huang, Y. (2020). How do tourists’ attribution of destination social responsibility motives impact trust and intention to visit? The moderating role of destination reputation. Tourism Management, 77, 103970. https://doi.org/10.1016/j.tourman.2019.103970
Tuo, Y., Wu, J., Zhao, J., & Si, X. (2025). Artificial intelligence in tourism: Insights and future research agenda. Tourism Review, 80(4), 793–812. https://doi.org/10.1108/TR-03-2024-0180
Vega Falcón, V., Comas Rodríguez, R., Morillo Cano, J. R., & Sánchez Martínez, B. (2018). El método Delphi Fuzzy para la selección de expertos en el turismo. Revista Uniandes Episteme, 5, 836–848. https://n9.cl/y4olo
Zhang, Y., & Prebensen, N. K. (2024). Co-creating with ChatGPT for tourism marketing materials. Annals of Tourism Research Empirical Insights, 5(1), 100124. https://doi.org/10.1016/j.annale.2024.100124
Derechos de autor 2026 Keny Arnold Mas-Villanueva, Daniel Mijahuanga-Chumbe
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0.
CC BY-NC-SA : Esta licencia permite a los reutilizadores distribuir, remezclar, adaptar y construir sobre el material en cualquier medio o formato solo con fines no comerciales, y solo siempre y cuando se dé la atribución al creador. Si remezcla, adapta o construye sobre el material, debe licenciar el material modificado bajo términos idénticos.
URL de OAI-PMH: https://iieakoinonia.org/ojs3/index.php/gestioep/oai
