Antecedents and consequences of digital human avatar-destination fit: The case of cultural heritage tourism

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 research employs a sequential explanatory mixed-methods design. Study 1, based on a survey of 423 Generation Y and Generation Z individuals, examines the antecedents (external and internal cues) and consequences (trust, engagement, and travel intentions) of aligning digital human avatars with destinations, including the sequential mediating roles of destination trust and engagement, as well as the moderating effect of generation. Study 2 follows with qualitative interviews of 28 participants to provide deeper insights. Findings further provide a qualitative explanation of generational differences by uncovering six boundary conditions. These findings offer practical insights for creating strategies that effectively align digital human avatars with endorsed destinations, thereby strengthening trust and engagement, and by extension, travel intentions.