Exploring How AI Tour Guides' Automated Social Presence Influences Tourist Flow Experience and Behavioral Intentions

ABSTRACT This study examines how the dimensions of automated social presence (ASP) in AI tour guides influence tourists' flow experience and behavioral intentions. Using 413 valid questionnaire responses, the research integrates partial least squares structural equation modeling (PLS‐SEM) and fuzzy‐set qualitative comparative analysis (fsQCA) to capture both linear and configurational relationships among the constructs. The findings reveal that the social affability, empathy, responsiveness, communication versatility, and competence of AI tour guides positively affect tourists' flow experience and behavioral intentions, with flow experience playing a mediating role. Furthermore, four fsQCA configurations leading to high behavioral intentions are identified. This study advances the theoretical understanding of AI‐enabled tourism services by uncovering the psychological mechanisms that drive tourists' engagement with AI tour guides. It also offers practical implications for tourism and hospitality practitioners to improve AI tour guide design and service quality, enhance visitor experiences, and strengthen destination competitiveness.