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This study examines the mediating role of artificial intelligence (AI) in enhancing brand awareness through dimensions of experience value, emotional, functional, social, and cultural, in Chongqing’s homestay industry. Drawing on value co-creation theory, data from 400 customers were analyzed using partial least squares structural equation modeling (PLS-SEM), which confirmed the significant influence of emotional (β = 0.35, p < 0.01), functional (β = 0.29, p < 0.01), and cultural value (β = 0.41, p < 0.01) on AI-mediated interactions. Social value, however, showed no significant impact (β = 0.05, p > 0.05), reflecting gaps in AI functionalities for fostering community engagement. AI-mediated interactions were found to significantly improve brand recall (β = 0.38, p < 0.01), recognition (β = 0.42, p < 0.01), and top-of-mind awareness (β = 0.34, p < 0.01). The findings contribute to the literature by extending value co-creation theory to the non-Western tourism context and providing empirical evidence of AI’s role in cultural value enhancement. Practical recommendations include leveraging AI for personalized recommendations and culturally aligned storytelling to amplify customer engagement. These insights align with China’s rural revitalization strategies and support UN Sustainable Development Goal 11 by promoting culturally sustainable and inclusive tourism practices in emerging markets.

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Computational Intelligence for AI-Driven Brand Awareness: Enhancing Experience Value in the Hospitality Sector

  • 会议论文

  • 发表日期：

    2026年

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  • Chenchen Guo,
  • Hayyan Nassar Waked,
  • S. B. Goyal

摘要

This study examines the mediating role of artificial intelligence (AI) in enhancing brand awareness through dimensions of experience value, emotional, functional, social, and cultural, in Chongqing’s homestay industry. Drawing on value co-creation theory, data from 400 customers were analyzed using partial least squares structural equation modeling (PLS-SEM), which confirmed the significant influence of emotional (β = 0.35, p < 0.01), functional (β = 0.29, p < 0.01), and cultural value (β = 0.41, p < 0.01) on AI-mediated interactions. Social value, however, showed no significant impact (β = 0.05, p > 0.05), reflecting gaps in AI functionalities for fostering community engagement. AI-mediated interactions were found to significantly improve brand recall (β = 0.38, p < 0.01), recognition (β = 0.42, p < 0.01), and top-of-mind awareness (β = 0.34, p < 0.01). The findings contribute to the literature by extending value co-creation theory to the non-Western tourism context and providing empirical evidence of AI’s role in cultural value enhancement. Practical recommendations include leveraging AI for personalized recommendations and culturally aligned storytelling to amplify customer engagement. These insights align with China’s rural revitalization strategies and support UN Sustainable Development Goal 11 by promoting culturally sustainable and inclusive tourism practices in emerging markets.