Description
The rapid development of generative artificial intelligence has transformed the production of tourism promotional content, enabling the creation of persuasive texts and visually appealing destination images at unprecedented speed and scale. Despite growing interest in the application of AI in tourism marketing, limited research has examined how generative AI constructs destination identities and branding narratives through multimodal resources. This study investigates the ways in which large language models generate tourism promotion discourse and explores how destination branding is realized through the interaction of verbal and visual modes. Drawing on Multimodal Discourse Analysis and Multimodal Conceptual Metaphor Theory, the study analyzes a corpus of AI-generated tourism texts and images produced from standardized prompts related to Vietnamese tourism destinations. The analysis focuses on recurring branding themes, representational strategies, and conceptual metaphors employed by AI systems. The study is expected to contribute to emerging discussions on AI-generated discourse, tourism communication, and multimodal meaning-making while offering insights into the opportunities and challenges of using generative AI for destination branding in the digital era.
Thông tin các tác giả
1/ Trần Minh Chương, ThS., đang giảng dạy tại Trường Đai học Quy Nhơn, 170 An Dương Vương, phường Quy Nhơn Nam, Gia Lai
2. Nguyễn Quang Ngoạn, PGS.TS., đang công tác tại Trường Đai học Quy Nhơn, 170 An Dương Vương, phường Quy Nhơn Nam, Gia Lai
Từ khóa
Generative AI; Destination Branding; Tourism Discourse; Multimodal Discourse Analysis; AI-generated Content
