The role of travel inspiration in shaping tourism futures: effects of artificial intelligence-based technologies and tourists' need-for-cognition

Purpose This work progresses toward a deeper understanding of the role of travel inspiration in shaping tourism futures – in terms of how such inspiration is affected by the use of artificial intelligence (AI) and intelligent virtual environments (IVEs) in virtual destination tours, coupled with certain personal characteristics of the tourist. Design/methodology/approach An experiment is conducted, based on two factors: (1) a virtual destination tour using three levels of technology sophistication: one control version (featuring 2D static images), another with AI (intelligent chatbot) and another in an IVE (intelligent chatbot and VR with 360° images); and (2) the participants' need-for-cognition (NfC) (low vs high). Findings The results show that: virtual tours delivered via an AI format or an IVE exert a positive and significant influence on travel inspiration; tourist NfC significantly influences travel inspiration; and NfC moderates the effect of AI on travel inspiration. This moderating effect disappears when an IVE is used. Originality/value The findings extend and support the extant literature on inspiration and future tourism. Taking an original experimental approach, this study offers a new perspective that deepens our understanding of some of the factors that may trigger travel inspiration. The experiment analyzes the impact of AI and an IVE (within a virtual destination tour), together with NfC, on travel inspiration. The results thus provide a solid basis for destination managers to design effective strategies for developing future-oriented tourism offers, characterized by the growing relevance of smart technologies and personalized experiences.