Beyond the Screen: Navigating Trans-Parasocial Relationships With AI Travel Influencers

This research explores the evolving dynamics of consumer interactions with artificial intelligence (AI) travel influencers through the lens of trans-parasocial relationships. By integrating Louvain clustering with an interpretative qualitative approach, this study examines the Instagram accounts of two pioneering AI travel influencers: Sena Zaro and Emma. It identifies distinct thematic clusters and analyses the nature of interactions based on user comments. The findings reveal a complex landscape of engagement characterized by admiration, curiosity, and skepticism towards AI travel entities. It also highlights interactions typically reserved for human relationships, and showcases AI influencers as active participants in users’ digital journeys. Overall, this research contributes to a broader understanding of generative AI’s impact on tourism marketing and offers insights into human-AI influencer interactions.