Tourism and Hospitality, Год журнала: 2025, Номер 6(1), С. 35 - 35

Опубликована: Фев. 21, 2025

Artificial intelligence (AI) stands out as a transformative force in various sectors, offering both new opportunities and challenges. In tourism music events, AI has proven to be powerful tool for improving the attendee experience, personalizing artist recommendations, optimizing event logistics real time, enhancing audience interaction through virtual assistants immersive visual effects, thus highlighting its potential. This study aims analyze impact of applying experience consumers at festivals. particular, research examines on quality information delivered, extent consumer engagement with brands event, level trust technology. A quantitative methodology was used, collecting 400 responses from Portuguese who attended The results show that positively influence customer brand. Greater engagement, turn, increases willingness use solutions. Trust is significantly shaped by reliability system, which further promotes electronic word-of-mouth (eWOM) adopt AI. addition, eWOM plays key role encouraging technologies. Finally, memorable tourist experiences AI, underlining importance experiential factors promoting adoption. These highlight interconnected roles quality, trust, involvement, user shaping attitudes toward artificial applications. expands literature analyzing how AI-driven influences emphasizing need optimize these better festival strategies. It highlights link between positive eWOM, showing based high-quality enhances festival’s reputation attracts participants. contribution exploration adoption future festivals, offers insights boost credibility acceptance. Lastly, it provides strategic guidelines improve management.

Язык: Английский