Antecedents and consequences of digital human avatar-destination fit: The case of cultural heritage tourism

Luo, Xi, Chang, Jennifer Yee Shan, Cheah, Jun Hwa, Lim, Weng Marc and Lim, Xin Jean (2025) Antecedents and consequences of digital human avatar-destination fit: The case of cultural heritage tourism. Journal of Travel Research. ISSN 0047-2875

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Abstract

Digital human avatars have been used extensively to endorse destinations. However, there is limited research on how the alignment between digital human avatars and destinations affects travel behavior. Drawing on cue consistency and cohort theories, this research employs a sequential explanatory mixed-methods design. Study 1, based on a survey of 423 Generation Y and Generation Z individuals, examines the antecedents (external and internal cues) and consequences (trust, engagement, and travel intentions) of aligning digital human avatars with destinations, including the sequential mediating roles of destination trust and engagement, as well as the moderating effect of generation. Study 2 follows with qualitative interviews of 28 participants to provide deeper insights. Findings further provide a qualitative explanation of generational differences by uncovering six boundary conditions. These findings offer practical insights for creating strategies that effectively align digital human avatars with endorsed destinations, thereby strengthening trust and engagement, and by extension, travel intentions.

Item Type:	Article
Uncontrolled Keywords:	destination,digital human avatar,engagement,fit,travel intention,trust,geography, planning and development,transportation,tourism, leisure and hospitality management ,/dk/atira/pure/subjectarea/asjc/3300/3305
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Related URLs:	http://www.scopus.com/inward/record.url?...
Depositing User:	LivePure Connector
Date Deposited:	20 Aug 2025 15:30
Last Modified:	24 Aug 2025 06:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/100182
DOI:	10.1177/00472875251349232

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