Antecedents and Consequences of Digital Human Avatar-Destination Fit: The Case of Cultural Heritage Tourism
Published online on July 25, 2025
Abstract
Journal of Travel Research, Ahead of Print.
Digital human avatars have been used extensively to endorse destinations. However, there is limited research on how the alignment between digital human avatars and destinations affects travel behavior. Drawing on cue consistency and cohort theories, this ...
Digital human avatars have been used extensively to endorse destinations. However, there is limited research on how the alignment between digital human avatars and destinations affects travel behavior. Drawing on cue consistency and cohort theories, this ...