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A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Carvalho, I., Loureiro, S. M. C., Ivanov, S., Björk, P. & Seyitoğlu, F. (2025). Beyond human touch: Evaluating the effectiveness of AI, human, and hybrid-generated tourism promotional texts. Journal of Hospitality and Tourism Insights. 8 (10), 3804-3824
Exportar Referência (IEEE) 
I. Carvalho et al.,  "Beyond human touch: Evaluating the effectiveness of AI, human, and hybrid-generated tourism promotional texts", in Journal of Hospitality and Tourism Insights, vol. 8, no. 10, pp. 3804-3824, 2025
Exportar BibTeX 
@article{carvalho2025_1768373103444,
	author = "Carvalho, I. and Loureiro, S. M. C. and Ivanov, S. and Björk, P. and Seyitoğlu, F.",
	title = "Beyond human touch: Evaluating the effectiveness of AI, human, and hybrid-generated tourism promotional texts",
	journal = "Journal of Hospitality and Tourism Insights",
	year = "2025",
	volume = "8",
	number = "10",
	doi = "10.1108/JHTI-01-2025-0126",
	pages = "3804-3824",
	url = "https://www.emerald.com/jhti"
}
Exportar RIS 
TY  - JOUR
TI  - Beyond human touch: Evaluating the effectiveness of AI, human, and hybrid-generated tourism promotional texts
T2  - Journal of Hospitality and Tourism Insights
VL  - 8
IS  - 10
AU  - Carvalho, I.
AU  - Loureiro, S. M. C.
AU  - Ivanov, S.
AU  - Björk, P.
AU  - Seyitoğlu, F.
PY  - 2025
SP  - 3804-3824
SN  - 2514-9792
DO  - 10.1108/JHTI-01-2025-0126
UR  - https://www.emerald.com/jhti
AB  - 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.
ER  -