The impact of real-time hyper-personalisation in AI-generated tourism images

Purpose This study aims to examine how hyper-personalised artificial intelligence (AI)-generated tourism images influence narrative transportation and tourists’ perceptions and intentions. Design/methodology/approach This research used a programming system–generated tourism photos tailored to individuals’ appearances and demographics in real time. A survey of 237 respondents assessed the impact of these visuals on cognitive and emotional responses, focusing on narrative transportation and behavioural intentions. Findings Results show that narrative transportation mediates the effect of personalised visuals on perceptions and intentions. Perceived similarity enhances immersion, increasing the likelihood of destination visits. Personalised images foster stronger emotional and cognitive engagement by enabling viewers to identify more closely with the content. Originality/value This research contributes novel insights into AI-driven tourism marketing, highlighting hyper-personalisation’s potential to boost engagement through narrative transportation and emotional connection.