Service literature suggests that identifying the motivations of tourists is fundamental (e.g., Woosnam et al., 2016; Pomfret & Bramwell, 2016) to be able to adapt marketing strategies according to the different users’ needs. However, today digital technologies and more generally service innovations have profoundly changed the decision-making of the tourists photographers. Some contributions (Lo et al., 2011; Ozansoy Çardici et al., 2019) agree that the motivation that drives users to take photos is no longer linked just to memory but to the communication of personal identity, especially for the new generations. These changes depend on the use of digital tools such as the introduction of mobile with camera, social networks, and AI. Indeed, Huyn et al (2009) conceptualized the tourism in the mobile context, recognizing the use of mobile to search travel information through photo of other visitors; then, Prideaux & Coghlan (2010) investigated the photographic habits, using mobile phones or cameras as a tool of memory. Several recent contributions (Munar & Jacobsen, 2014; Kozinets, 2017; Trinanda & Sari, 2019) focus on the evolution of tourist’s motivation photo due to the development of social networks. Indeed, Munar & Jacobsen (2014) examined the reasons that drive tourists to share their photos on social networks, showing that the findings provide insights into motivational factors such as personal and community-related benefits, as well as social capital that influences the sharing of user-generated content. Besides, according to Kozinets (2017) the visitor became part of art domain with the selfie, not only for narcissistic reasons, as exposed by Fox and Rooney (2015), Sorokowski et al. (2015), and Lee and Sung (2016), but to express aspects of themselves through the art. Findings show that AI is actually a tool able to influence and add new motivations for tourist photographer: in particular, AI improve the game and curiosity motivations, with the consequent rise of a different and new interaction with art. Future research could use a customer survey (Hulland et al., 2018) to better understand which features of AI are the most appreciated by tourist photographers.
How AI affects the motivations of tourists photographs / Del Vacchio, E.; Laddaga, C.; Bifulco, F.. - (2020), pp. 434-454. (Intervento presentato al convegno Knowledge in Digital Age tenutosi a Matera - Italy nel 9-11 september 2020).
How AI affects the motivations of tourists photographs.
Del Vacchio E.
;Laddaga C.;Bifulco F.
2020
Abstract
Service literature suggests that identifying the motivations of tourists is fundamental (e.g., Woosnam et al., 2016; Pomfret & Bramwell, 2016) to be able to adapt marketing strategies according to the different users’ needs. However, today digital technologies and more generally service innovations have profoundly changed the decision-making of the tourists photographers. Some contributions (Lo et al., 2011; Ozansoy Çardici et al., 2019) agree that the motivation that drives users to take photos is no longer linked just to memory but to the communication of personal identity, especially for the new generations. These changes depend on the use of digital tools such as the introduction of mobile with camera, social networks, and AI. Indeed, Huyn et al (2009) conceptualized the tourism in the mobile context, recognizing the use of mobile to search travel information through photo of other visitors; then, Prideaux & Coghlan (2010) investigated the photographic habits, using mobile phones or cameras as a tool of memory. Several recent contributions (Munar & Jacobsen, 2014; Kozinets, 2017; Trinanda & Sari, 2019) focus on the evolution of tourist’s motivation photo due to the development of social networks. Indeed, Munar & Jacobsen (2014) examined the reasons that drive tourists to share their photos on social networks, showing that the findings provide insights into motivational factors such as personal and community-related benefits, as well as social capital that influences the sharing of user-generated content. Besides, according to Kozinets (2017) the visitor became part of art domain with the selfie, not only for narcissistic reasons, as exposed by Fox and Rooney (2015), Sorokowski et al. (2015), and Lee and Sung (2016), but to express aspects of themselves through the art. Findings show that AI is actually a tool able to influence and add new motivations for tourist photographer: in particular, AI improve the game and curiosity motivations, with the consequent rise of a different and new interaction with art. Future research could use a customer survey (Hulland et al., 2018) to better understand which features of AI are the most appreciated by tourist photographers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
