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

Hosseini, Seyedasaad, Carrasco-Santos, María Jesús, Sthapit, Erose ORCID: https://orcid.org/0000-0002-1650-3900 and Mercadé-Melé, Pere (2025) Reimagining travel memories: The role of artificial intelligence in shaping tourist experiences. Current Issues in Tourism. ISSN 1368-3500

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Official URL: https://doi.org/10.1080/13683500.2025.2576659

Abstract

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.

Item Type:	Article (Article)
Peer-reviewed:	Yes
Date Deposited:	04 Nov 2025 14:28
Publisher:	Taylor & Francis
Additional Information:	This is an author accepted manuscript of an article published in Current Issues in Tourism, by Taylor & Francis. This version is deposited with a Creative Commons Attribution 4.0 licence [https://creativecommons.org/licenses/by/4.0/], in accordance with Man Met's Research Publications Policy. The version of record can be found on the publisher's website.
Divisions:	Organisation > Business and Law Organisation > Business and Law > Marketing International Business and Tourism
Subject terms:	1503 Business and Management, 1505 Marketing, 1506 Tourism, Sport, Leisure & Tourism, 3506 Marketing, 3508 Tourism, 4406 Human geography
URI:	https://e-space.mmu.ac.uk/id/eprint/642280
DOI:	https://doi.org/10.1080/13683500.2025.2576659
ISSN	1368-3500
e-ISSN	1747-7603

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