AI recommendation vs. crowdsourced recommendation vs. travel expert recommendation: The moderating role of consumption goal on travel destination decision.
This research investigates the effects of recommender type (AI versus crowdsourcing versus travel expert) and consumption goal (utilitarian versus hedonic) on consumer responses to travel destination recommendation email advertisements. Across two experiments, findings reveal that consumers held the...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Public Library of Science (PLoS)
2025-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0318719 |
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| _version_ | 1849327807222513664 |
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| author | Young Eun Park Hyunsang Son |
| author_facet | Young Eun Park Hyunsang Son |
| author_sort | Young Eun Park |
| collection | DOAJ |
| description | This research investigates the effects of recommender type (AI versus crowdsourcing versus travel expert) and consumption goal (utilitarian versus hedonic) on consumer responses to travel destination recommendation email advertisements. Across two experiments, findings reveal that consumers held the most favorable attitude toward email advertisements featuring travel expert recommendations compared to crowdsourced or AI-generated suggestions. Notably, this study highlights the moderating role of consumption goal type (utilitarian vs. hedonic) in shaping attitudes toward the recommendation source. Specifically, consumers preferred ads featuring AI-generated recommendations for utilitarian travel goals (e.g., business trips), while for hedonic travel goals (e.g., romantic getaways), they favored ads with crowdsourced suggestions. Through serial mediation (Study 1) and moderated serial mediation (Study 2), this research further elucidates the underlying psychological mechanisms driving these effects. |
| format | Article |
| id | doaj-art-3d60446d2bdb4af0a833bc7518b0fbad |
| institution | Kabale University |
| issn | 1932-6203 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj-art-3d60446d2bdb4af0a833bc7518b0fbad2025-08-20T03:47:45ZengPublic Library of Science (PLoS)PLoS ONE1932-62032025-01-01203e031871910.1371/journal.pone.0318719AI recommendation vs. crowdsourced recommendation vs. travel expert recommendation: The moderating role of consumption goal on travel destination decision.Young Eun ParkHyunsang SonThis research investigates the effects of recommender type (AI versus crowdsourcing versus travel expert) and consumption goal (utilitarian versus hedonic) on consumer responses to travel destination recommendation email advertisements. Across two experiments, findings reveal that consumers held the most favorable attitude toward email advertisements featuring travel expert recommendations compared to crowdsourced or AI-generated suggestions. Notably, this study highlights the moderating role of consumption goal type (utilitarian vs. hedonic) in shaping attitudes toward the recommendation source. Specifically, consumers preferred ads featuring AI-generated recommendations for utilitarian travel goals (e.g., business trips), while for hedonic travel goals (e.g., romantic getaways), they favored ads with crowdsourced suggestions. Through serial mediation (Study 1) and moderated serial mediation (Study 2), this research further elucidates the underlying psychological mechanisms driving these effects.https://doi.org/10.1371/journal.pone.0318719 |
| spellingShingle | Young Eun Park Hyunsang Son AI recommendation vs. crowdsourced recommendation vs. travel expert recommendation: The moderating role of consumption goal on travel destination decision. PLoS ONE |
| title | AI recommendation vs. crowdsourced recommendation vs. travel expert recommendation: The moderating role of consumption goal on travel destination decision. |
| title_full | AI recommendation vs. crowdsourced recommendation vs. travel expert recommendation: The moderating role of consumption goal on travel destination decision. |
| title_fullStr | AI recommendation vs. crowdsourced recommendation vs. travel expert recommendation: The moderating role of consumption goal on travel destination decision. |
| title_full_unstemmed | AI recommendation vs. crowdsourced recommendation vs. travel expert recommendation: The moderating role of consumption goal on travel destination decision. |
| title_short | AI recommendation vs. crowdsourced recommendation vs. travel expert recommendation: The moderating role of consumption goal on travel destination decision. |
| title_sort | ai recommendation vs crowdsourced recommendation vs travel expert recommendation the moderating role of consumption goal on travel destination decision |
| url | https://doi.org/10.1371/journal.pone.0318719 |
| work_keys_str_mv | AT youngeunpark airecommendationvscrowdsourcedrecommendationvstravelexpertrecommendationthemoderatingroleofconsumptiongoalontraveldestinationdecision AT hyunsangson airecommendationvscrowdsourcedrecommendationvstravelexpertrecommendationthemoderatingroleofconsumptiongoalontraveldestinationdecision |