EXPRESS: Image Generative AI in Tourism: Trends, Impacts, and Future Research Directions

The integration of image generative AI (GenAI) into tourism marketing represents a transformative shift in how destination images are created and perceived. This paper employs a comprehensive literature review and theoretical synthesis to explore the impact of image GenAI on marketing, focusing on its potential to transcend current strategies on marketing, communication, and tourist engagement. Theoretical backgrounds are classified into four major areas, followed by novel research directions, such as the examination of consumer perceptions, the effects of hyper-personalisation, the integration of virtual environment, the impact on sustainable practices, the effect of “programmed” destination images, and the intersection of linguistic and cognitive processes. By highlighting the need to understand and harness image GenAI, this research serves as a foundation for future works and offers practical insights for marketing professionals to leverage GenAI for enhanced tourism positioning and personalised experiences.