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Digital resurrection technology in destination promotion

Author

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  • Wang, Yuchen
  • Guo, Rui
  • Song, Mengmeng
  • Law, Rob

Abstract

This study, from a technology acceptance perspective using innovation diffusion theory and a mixed-method approach, explores how digital resurrection technology influences destination word of mouth. Grounded theory and experimental results show: First, for non-serious destinations, adopting digital resurrection technology enhances word of mouth, while for serious destinations, not adopting it leads to better word of mouth. Second, in non-serious destinations, perceived compatibility mediates the positive effect of adoption, while in serious destinations, adoption weakens word of mouth through moral disgust. Third, in non-serious destinations, resurrection image with high appearance realism enhances perceived compatibility, thus improving word of mouth; in serious destinations, low appearance realism evokes greater moral disgust, reducing word of mouth. Fourth, Tourists' openness to experience moderates these mediating effects.

Suggested Citation

  • Wang, Yuchen & Guo, Rui & Song, Mengmeng & Law, Rob, 2025. "Digital resurrection technology in destination promotion," Annals of Tourism Research, Elsevier, vol. 110(C).
    • Handle: RePEc:eee:anture:v:110:y:2025:i:c:s0160738324001658
    DOI: 10.1016/j.annals.2024.103888
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    References listed on IDEAS

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