Generative artificial intelligence adoption shapes green destination branding through destination anthropomorphism and perceived warmth

Destination management organisations (DMOs) are rapidly adopting generative artificial intelligence (AI) to engage tourists, yet little is known about how this adoption shapes sustainable destination brands. This study proposes and tests a sequential mediation model linking Generative AI Adoption (GAIA) to Green Destination Branding (GDB) through brand image, self-brand congruity, positive experience, and brand authenticity, and through the second-stage mechanisms of destination anthropomorphism and perceived warmth. Data were collected from 400 international tourists who had engaged with AI-powered destination platforms and analysed using partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4.0. GAIA significantly strengthened brand image, self-brand congruity, and positive experience, each of which activated destination anthropomorphism; anthropomorphism in turn strongly predicted perceived warmth, which fully mediated the path to green destination branding. GAIA did not significantly affect brand authenticity. The findings integrate AI adoption, humanisation, and sustainable branding into a single framework and offer DMOs actionable guidance for deploying AI in ways that build, rather than erode, green brand credibility.