From algorithms to authenticity: Unpacking AI-riven emotional experiences in ethnic gastronomic tourism

Abstract

This study investigates how artificial intelligence (AI) and information quality influence personalisation and emotional experiences in ethnic gastronomic tourism. Using structural equation modelling (SEM) on data from 378 tourists, the research examines the role of AI capabilities in shaping perceived personalisation and emotional engagement, and how these, in turn, affect cultural authenticity, destination attractiveness, and revisit Intention. Results indicate that AI significantly enhances emotional experience and personalisation, indirectly strengthening authenticity and destination appeal—two key drivers of revisit intention. The proposed model explains 69.4% of revisit behaviour, highlighting the potential of AI to support emotionally engaging and culturally resonant tourism. While the findings underscore AI’s strategic value in designing personalised culinary experiences, the study also acknowledges limitations related to sample scope and self-reported measures. Future research could explore longitudinal effects and cross-cultural variations to deepen the understanding of AI’s role in sustainable tourism.