AI-Driven Cultural Storytelling and Tourists’ Behavioral Intentions: Understanding the Mediation of Authenticity and Destination Image

Grounded in Narrative Transportation Theory, this study examines how AI-enabled cultural storytelling influences tourists’ visit intentions through the mediating roles of perceived authenticity and destination image. Drawing on a quantitative, cross-sectional design, data were collected from 415 tourists who had experienced AI-driven storytelling. PLS-SEM was employed to examine the relationships among AI-enabled cultural storytelling, perceived authenticity, destination image, and visit intention. The results indicate that AI-enabled cultural storytelling significantly enhances tourists’ perceived authenticity, destination image, and intention to visit. Both perceived authenticity and destination image were found to positively influence visit intention and act as significant mediators in the relationship between AI-enabled cultural storytelling and visit intention. These findings suggest that AI-driven narrative experiences not only enrich tourists’ perception of authenticity and overall image of the destination but also play a crucial role in shaping their future behavioral intentions. The study contributes to the understanding of technology-mediated cultural tourism experiences and provides practical insights for destination marketers seeking to leverage AI storytelling to attract and engage visitors.