All that glitters is not gold: a study of tourists' visit intention by watching deepfake destination videos

Brijesh Sivathanu, Rajasshrie Pillai, Mahek Mahtta, Angappa Gunasekaran

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


Purpose: This study aims to examine the tourists' visit intention by watching deepfake destination videos, using Information Manipulation and Media Richness Theory. Design/methodology/approach: This study conducted a primary survey utilizing a structured questionnaire. In total, 1,360 tourists were surveyed, and quantitative data analysis was done using PLS-SEM. Findings: The results indicate that the factors that affect the tourists' visit intention after watching deepfake videos include information manipulation tactics, trust and media richness. This study also found that perceived deception and cognitive load do not influence the tourists' visit intention. Originality/value: The originality/salience of this study lies in the fact that this is possibly among the first to combine the Media Richness Theory and Information Manipulation for understanding tourists' visit intention and post-viewing deepfake destination videos.

Original languageEnglish (US)
Pages (from-to)218-236
Number of pages19
JournalJournal of Tourism Futures
Issue number2
StatePublished - Jun 6 2024

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation
  • Management, Monitoring, Policy and Law

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