The Role of Trust in AI-Generated Podcasts on Shaping Tourists’ Travel Intentions: An Experimental Approach

Document Type : Original Article

Authors

1 Department of management, Se.C., Islamic Azad University, Semnan, Iran

2 Department of management, Na.C., Islamic Azad University, Najafabad, Iran

3 Department of Management, Na.C., Islamic Azad University, Najafabad, Iran

Abstract

Context and Purpose: The main aim of this study is to examine the effect of destination podcasts on tourists’ travel intention, considering the mediating role of the overall perceived destination image and the moderating role of trust in AI-generated podcasts.
Design/methodology/approach: This study is applied in purpose and quantitative in nature, conducted as a single-group pretest–posttest experimental design. The statistical population included 807,000 followers of the “Iran Travel” page on social media. Based on the Krejcie and Morgan table, the required sample size was 384, but to increase accuracy and confidence, 400 questionnaires were distributed using proportional sampling. The experimental podcast was designed using the Vira application and AI-based speech generation models to provide a natural, engaging, and reliable auditory experience of the tourist destination of Isfahan. Data were collected via an online questionnaire, whose content validity was confirmed by academic experts, and reliability of the variables was verified with Cronbach’s alpha above 0.7. Data analysis was conducted using SPSS version 27.
Findings: The results indicate that destination podcasts significantly enhance the cognitive, emotional, and overall image of the destination and strengthen tourists’ travel intention. Cognitive image positively influences emotional image, which in turn contributes to shaping the overall perceived image, and the overall perceived image directly increases travel intention. However, trust in the podcast did not play a significant moderating role in this relationship. Overall, destination podcasts are effective tools for shaping mental images and boosting tourists’ travel intention.
Conclusion: Based on the findings, AI-based podcasts can serve as effective tools in destination marketing. It is recommended that tourism practitioners design personalized audio content and enhance trust elements to leverage this technology for improving destination image and encouraging travel.
Originality/value: The study’s novelty lies in incorporating trust in podcasts into tourists’ behavioral models and using AI-generated podcasts as an experiential marketing tool for tourism—an area that has not been empirically explored before.

Keywords

References

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Tourism and hospitality marketing research
Volume 3, Issue 2 - Serial Number 5
Autumn and Winter
September 2025
Pages 141-170

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