Background

This ongoing PhD project, focused on AlUla in Saudi Arabia, examines how tourists respond when two influential sources of travel information conflict: AI-generated content from tools such as ChatGPT, and content shared by other travellers. Because the two differ in nature, the impressions they create can point in different directions, and how tourists resolve this is not yet well understood.

Challenge

Research shows that conflicting information leaves tourists confused, which lowers their trust in a destination and can lead them to delay or abandon a trip. These effects are heightened at heritage destinations such as AlUla, where misunderstandings about rules and culture carry greater weight.

Creative approach

To address this, the project tests whether a 3D virtual tour of AlUla can help tourists see a place for themselves, cut through conflicting information, and decide with greater confidence. It uses a mixed-methods design, combining qualitative research with experiments to measure the impact of this virtual experience.

Expected outcomes

The project aims to show how conflicting digital content shapes tourist trust and decisions, and whether AR and VR experiences can act as a genuine aid to travellers rather than another competing voice, offering practical insight for heritage site managers.