AI digital humans and destination marketing: the multidimensionality of anthropomorphism, parasocial interactions and marketing effectiveness

Purpose Artificial intelligence (AI) digital humans, developed to mimic humans, have emerged as promoters in marketing. Although existing studies have identified that AI digital humans' anthropomorphism shapes marketing outcomes, the multidimensionality of anthropomorphism remains underexplored. Focusing on historical figure-inspired AI digital humans in tourism destination marketing, this study examines how their multiple anthropomorphic features influence consumers' responses under the Computers are Social Actors and Media are Social Actors paradigms. Design/methodology/approach An online survey (N = 435) was conducted in 2026. Respondents completed a questionnaire after watching a typical travel vlog featuring a historical figure-based AI digital human. Findings We revealed that voice, behavior and mental anthropomorphism influence consumers' parasocial interactions with AI digital humans, which subsequently affect consumers' attitudes toward tourism destinations. Mental anthropomorphism mediates appearance, voice and behavior anthropomorphism's effects on parasocial interactions. Furthermore, mental anthropomorphism's effect is conditioned by consumers' familiarity with the AI digital human's historical figure prototype. Research limitations/implications This study extends existing research by demonstrating that AI digital humans' multiple anthropomorphic features shape consumers' parasocial interactions, with historical figure familiarity serving as a moderator. However, nonprobability sampling and a single cultural context restrict generalizability, warranting cross-cultural research with probability sampling in the future. Practical implications This study provides practical insight into developing AI digital humans in tourism marketing. Marketers should systematically optimize their human-likeness across voice, behavioral and mental traits, while considering consumers' individual differences. Originality/value This study fills the research gap in AI digital humans by unpacking the multidimensionality of anthropomorphism and showing that its effects are contingent on consumers' traits.