Reimagining travel memories: the role of artificial intelligence in shaping tourist experiences

Based on the stimulus-organism-response framework, this study explores how artificial intelligence (AI) has changed tourism. A qualitative study was conducted to explore domestic and international tourists’ experiences in Malaga, Spain. The findings reveal the dual impact of AI-driven technologies. On the one hand, AI facilitates personalisation, convenience, emotional engagement and meaningful social connections, enriching the memorability of tourism experiences. On the other hand, AI raises concerns about privacy, loss of human contact and cultural disconnection. The findings also show that the effectiveness of AI in creating memorable experiences is highly dependent on individual engagement, digital literacy and contextual factors. This study extends the existing tourism literature by demonstrating that AI is not a neutral tool, but an active co-creator of travel memories, shaping what is felt, remembered and shared.