2026-06-10T17:08:19.389Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:10943 2025-01-22T08:40:14Z 1

CONSUMER PERCEPTIONS OF AI-GENERATED CONTENT VERSUS HUMAN CREATIVITY IN TOURISM MARKETING 2025 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/10943 https://singipedia.singidunum.ac.rs/izdanje/44613-consumer-perceptions-of-ai-generated-content-versus-human-creativity-in-tourism-marketing M. Milovanović A. NJeguš This research focuses on whether generative artificial intelligence (AI) can replace human creativity in creating tourism marketing content. Previous studies have highlighted the limitations of AI in this context, noting the lack of intuitive and emotional engagement that humans naturally incorporate. This study proposes an analysis of consumer perceptions towards the creativity and preferences of content created by AI compared to human creators. The methodology relies on a quantitative approach through surveys measuring attitudes and consumer preferences. Key results indicate that although AI can effectively create content, it cannot fully replace human creativity, and consumers generally prefer content created by humans. These findings contribute to a deeper understanding of AI’s role in creative industries and the possibilities for its further development. conferenceObject 117 124 10.15308/Sitcon-2024-117-124 Proc. of Singidunum Tourism Conference SITCON 2024