Why AI Looks Less Real: The Role of Cultural Learning Cues in Tourism Destination Imagery

Although generative artificial intelligence (AI) has increasingly been used to create destination marketing images, tourists’ responses to such images remain unclear. Prior research has often attributed negative reactions to the visual characteristics of AI-generated images. However, limited attention has been paid to how tourists interpret these images within broader cultural contexts. Drawing on authenticity theory and cultural learning theory, this research examines the effect of image type (AI vs. human) on tourists’ perceived authenticity and visit intention, as well as the moderating roles of cultural learning cues in this process. Using three experiments, the results show that AI-generated images reduce perceived authenticity and visit intention compared with images taken by humans. Notably, while salient cultural learning cues enhance tourists’ perceived authenticity and visit intentions, different types of cues produce distinct outcomes: commodified cultural cues mitigate tourists’ negative responses to AI-generated images, whereas heritage cultural cues amplify authenticity concerns. These findings provide strategic insights for destination marketers on how to deploy AI-generated images effectively in tourism destination marketing.