Unveiling destination evangelism through generative AI tools

Abstract

Destination evangelism is regarded as one of the prominent concepts playing a crucial role in the tourism marketing field in recent years. However, little attention has been given to highlighting the essential facets concerning destination evangelism. Consequently, the current work depends on an interview with a generative AI application (i.e., ChatGPT) to produce AI content concerning destination evangelism. The ChatGPT-generated outputs provide an in-depth understanding and insights into the significance, guiding principles, potential applications, and drawbacks of the adoption of AI-generated destination evangelism content. This AI-produced research adds to the body of knowledge on destination management and marketing by shedding new light on destination evangelism. It also offers various managerial implications and practical guidance to destination management organizations (DMOs) and other concerned parties regarding the potential benefits, opportunities, and challenges of using AI-generated destination evangelism content. Future research directions are also given.