Volume 4,Issue 3
Ideological Risk Attribution and Governance Countermeasures of Generative AI in Tourism Marketing
While generative artificial intelligence creates innovative opportunities for tourism marketing, it also triggers latent and profound ideological risks. This paper comprehensively analyzes the formation mechanism of ideological risks of generative AI in tourism marketing from five dimensions: data root, algorithm black box feature, essence of capital logic, form of communication alienation and subjectivity crisis. The structural imbalance of data corpus, Western centralism, value manipulation in the algorithm black box, technology monopoly and digital colonization driven by capital, public opinion disorder caused by deepfake technology, and the decline of people’s rational judgment ability jointly constitute the diverse attributions of risks. On this basis, a comprehensive governance framework covering data foundation, algorithm specification, technology governance, institutional system and social co-governance is proposed, including building a high-quality corpus with local characteristics, promoting algorithm transparency and value alignment, strengthening AIGC content traceability, improving regulations and implementing agile supervision, and enhancing the literacy and sense of responsibility of multiple subjects, so as to guide generative AI to develop positively in tourism marketing, assist the smooth communication of Chinese culture and maintain ideological security.
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