Artificial intelligence animation advertising influences tourists’ travel intention

We used the extended theory of planned behavior model to analyze the effect of artificial intelligence (AI) animation advertising on tourists’ travel intention, incorporating attitude, subjective norms, and perceived behavioral control as mediators. Convenience sampling was used to recruit 312 participants, who completed an online survey. The results indicated that the relationship between AI animation advertising and tourist travel intention was mediated by attitude, subjective norms, and perceived behavioral control. Our comprehensive framework for exploring the role of AI animation advertising in influencing tourists’ attitude, subjective norms, and perceived behavioral control provides a new perspective to improve tourists’ travel intention. Future research could take a random sampling approach to select respondents from organizations across different industries to increase the generalizability of the results.