Cultural sustainability acts as gatekeeper in AI-driven tourism decisions

Artificial intelligence (AI) systems designed with human-like traits can significantly influence whether tourists decide to visit intangible cultural heritage sites, with trust emerging as the decisive factor in converting curiosity into actual travel behavior.

Published in Sustainability, the study titled “When Intangible Cultural Heritage Meets AI—Can AI with Anthropomorphism Elements Attract Tourists to Visit Cultural Heritage Sites?” examines how AI-driven interactions reshape tourism decision-making in culturally sensitive environments, particularly those involving living traditions such as ceramic craftsmanship and other forms of intangible heritage.

Based on survey data from 478 respondents and grounded in the stimulus–organism–response (S-O-R) theoretical framework, the research maps how AI design influences human perception, trust, and ultimately travel intentions in the cultural tourism sector.

Human-Like AI boosts trust but not directly travel decisions

The study reveals a critical insight that challenges assumptions about AI-driven tourism marketing. While AI systems that mimic human interaction styles can enhance user engagement, they do not directly increase tourists’ intention to visit heritage sites. Instead, their influence is largely indirect, operating through a trust-building mechanism.

AI anthropomorphism, defined as the attribution of human-like characteristics such as conversational tone, emotional expression, and social presence, was found to significantly shape how users perceive and evaluate AI systems. Respondents were more likely to trust AI that appeared intelligent, responsive, and socially aware, while perceived risks such as misinformation or privacy concerns reduced this effect.

The data show that perceived intelligence has a strong positive impact on anthropomorphic perception, whereas perceived risk has a negative influence. This dual dynamic highlights the fragile balance in AI design: systems must appear capable and human-like without triggering skepticism or discomfort.

However, the study makes clear that anthropomorphism alone is insufficient to drive tourism outcomes. Statistical analysis demonstrates that once trust is introduced into the model, the direct effect of anthropomorphic AI on visit intention becomes insignificant. Instead, trust fully mediates the relationship, acting as the primary psychological pathway through which AI influences behavior.

This finding addresses a persistent challenge in cultural tourism known as the “high awareness–low conversion” problem, where potential visitors express interest in heritage sites but fail to follow through with actual visits.

Generative AI Strengthens the Anthropomorphism Effect

The research also identifies the type of AI system as a crucial factor in determining the effectiveness of anthropomorphic design. Not all AI technologies produce the same psychological response.

GenAI systems, which are capable of natural language interaction, contextual understanding, and adaptive responses, were found to significantly amplify the positive relationship between anthropomorphism and trust. In contrast, rule-based systems with fixed responses and limited interaction capabilities weaken this effect.

This gap reflects how users interpret AI behavior. When anthropomorphic cues are supported by fluid and intelligent interaction, users are more likely to perceive the system as a credible social agent rather than a mechanical tool. Conversely, when human-like features are paired with rigid or inconsistent responses, they can undermine trust and create a sense of artificiality.

The study’s regression analysis confirms that AI type not only influences trust directly but also strengthens the impact of anthropomorphism on trust. This suggests that the success of human-like AI design depends heavily on underlying technological capability.

Practically, this means that adding personality or conversational features to less advanced systems may backfire if the interaction quality does not meet user expectations. The research cautions against overusing anthropomorphic elements without aligning them with system performance.

Cultural sustainability shapes whether trust turns into action

The study highlights a third critical factor: cultural sustainability perception. In the context of intangible cultural heritage tourism, visitors are not only consumers but also evaluators of cultural authenticity and preservation.

The findings show that even when users trust AI recommendations, they may still hesitate to visit a destination if they believe tourism development threatens cultural integrity. Conversely, when AI-assisted tourism is perceived as supporting cultural preservation, trust is far more likely to translate into actual visit intention.

This moderating effect of perceived cultural sustainability introduces a value-based dimension to AI-driven tourism. It indicates that tourists assess not just the reliability of information but also the ethical and cultural implications of their travel decisions.

Statistical results confirm that cultural sustainability significantly strengthens the relationship between AI trust and visit intention. When this perception is high, the impact of trust on behavior is at its strongest; when low, the effect weakens considerably.

This finding is particularly relevant for heritage tourism, where authenticity, identity, and long-term preservation are central concerns. It suggests that AI systems must do more than provide accurate recommendations. They must also communicate how tourism experiences align with cultural sustainability goals.

Closing the gap between interest and action in cultural tourism

The research demonstrates that technological innovation alone is not enough. Success depends on a coordinated interaction between design, capability, and cultural context. AI systems that combine human-like interaction with high functional performance are more likely to build trust. However, this trust must be supported by a broader narrative of cultural responsibility and sustainability to influence real-world decisions.

The study suggests that AI should be positioned not merely as a tool for efficiency or marketing, but as a mediator between visitors and cultural heritage. This approach requires careful calibration. Excessive reliance on anthropomorphic design without sufficient technological depth can erode credibility, while ignoring cultural values can block the conversion of trust into action.