Dr. Chen Toshiba from our postdoctoral workstation has been awarded the 75th batch of general funding by the China Postdoctoral Science Foundation in 2024

Recently, the China Postdoctoral Science Foundation announced the results of the 75th batch of general funding for the China Postdoctoral Science Foundation in 2024. Dr. Chen Toshiba from our postdoctoral workstation applied for the project "Research on the Mechanism and Optimization of the Affinity between AI Digital Host and Real Host in Homestays on Customer Reservation Behavior", which was awarded funding.

Subject summary With the popularization of Internet technology, live broadcast of home stay has become an important way of home stay marketing, and the anchor plays a key role in the live broadcast effect. Compared to traditional hotels, a unique advantage of homestays is that the landlord has a friendly personality. In live streaming marketing, the affinity of the anchor is equally crucial, as it can create a sense of familiarity and identification among customers, stimulate positive emotions, keep attention in the live streaming room, and complete consumption conversion. With the deepening application of artificial intelligence technology, in order to reduce live streaming costs and ensure 24-hour live streaming, more and more homestays are adopting artificial intelligence digital human anchors to carry out live streaming. How to make these seemingly mechanized and emotionless AI anchors show the same affinity as real anchors is an urgent practical problem that needs to be solved. The project aims to construct an affinity evaluation model for AI hosts and real hosts in homestays based on multimodal feature fusion, and explore its impact mechanism on customer booking behavior. This will help promote the development and improvement of affinity theory, expand the application of multimodal data in tourism research, and enhance the quality and efficiency of the development of the homestay industry. Contribution | Research Management Department

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