Digital confusion: Comprehending the impact mechanisms of artificial intelligence-generated content and user-generated content on tourism decision making

The digital-intelligence era has fundamentally reshaped information channels, shifting from traditional media to digital platforms. Consequently, modern consumers increasingly experience confusion due to the overwhelming volume of inconsistent and inauthentic information. To address these challenges, this study applies consumer confusion theory to examine the mechanisms underlying confusion generation and processing from the perspectives of information senders (AI vs. Users) and receivers (tourists). Studies 1 and 2 utilized active tasks as stimuli to establish the causal relationship between AIGC/UGC and consumer confusion. Building on these findings, Study 3, a qualitative investigation using semi-structured interviews with participants from Study 2, further explores the dynamic interaction mechanisms between AIGC/UGC and tourists. These findings provide novel insights into consumer confusion theory and practical implications for destinations and tourism enterprises.