The AI-thenticity Paradox: How Artificial Intelligence is Reshaping Destination Image and Tourist Desire

Abstract

The rapid integration of artificial intelligence (AI) into tourism marketing and information delivery is transforming how tourists perceive destinations, assess authenticity, and make travel decisions. Recent research demonstrates that AI-generated content—ranging from images and virtual tours to chatbot interactions and influencer posts—can powerfully influence tourists' mental and emotional images of a destination, their perceptions of its authenticity, and ultimately their intention to visit or recommend it. The perceived authenticity of AI-generated content, especially when its origin is not disclosed, can foster trust and positively impact travel decisions, though content created by humans is still generally viewed as more authentic. AI-driven interactive features in travel apps and chatbots enhance user experience, satisfaction, and travel intentions by providing personalized, informative, and engaging content. However, significant challenges remain, including the risk of reinforcing stereotypes, the potential negative impact of inaccurate AI-generated information, and the critical need to balance technological innovation with genuine, culturally rich experiences. This review synthesizes the latest empirical and theoretical research to provide a comprehensive understanding of how AI-framed content is shaping the future of tourism marketing and tourist behavior.