Artificial intelligence (AI) streamers often promote destinations in Mandarin or destination dialect. However, existing research has not yet thoroughly explored the impact of AI streamer accent on viewers’ travel intention. Therefore, this study explores the impact of AI streamer accent (Mandarin vs destination dialect) on viewers’ travel intention.
Using social representation theory and cue consistency theory, we examine how AI streamer accent affects travel intention through four situational experiments.
Study 1 verified that destination dialect is more effective than Mandarin in enhancing viewers’ travel intention (n = 227). Study 2a examined the mediating effect of feeling of groundedness (n = 232). Study 2b reveals divergent mechanisms: the destination dialect increases travel intention via perceived authenticity for human streamers, but neither perceived authenticity nor perceived warmth mediates this effect for AI streamers. Instead, the dialect operates through feeling of groundedness (n = 312). Study 3 confirmed the moderating effect of background music consistency (n = 305). When background music consistency was high, viewers’ feeling of groundedness and travel intention were significantly enhanced.
This research provides valuable practical guidance for optimizing AI streamer voice strategies and enhancing viewers’ experiences in the digital context of travel destinations.
