The impact of anthropomorphic AI devices on tourists’ revisit intentions: based on the stimulus-organism-response framework

Purpose The purpose of this research is twofold: to investigate the impact of the anthropomorphic characteristics of artificial intelligence (AI) devices on tourists’ positive experiences and their intentions to revisit smart tourism destinations; and to examine the mediating role of tourists’ positive experiences between anthropomorphic AI devices and tourists’ revisit intention. Design/methodology/approach This study developed a conceptual framework based on the stimulus-organism-response model. An online survey gathered responses from 335 participants, which were analyzed using the PLS-SEM method. Findings The findings suggest that the human-like physical (appearance, voice and behavior) and psychological (emotion and empathy) traits of AI devices can significantly enhance tourists’ positive experiences. Furthermore, these positive experiences may partially mediate the relationship between anthropomorphic AI devices and tourists’ revisit intentions. Research limitations/implications This study has its limitations: first, tourists have a wide variety of experiences, but this research focused solely on their positive experiences; second, this study used tourists’ experiences as the “organism”; however, AI devices can not only trigger tourists’ experiences to change but also influence tourists’ other subjective feelings. Practical implications The research findings offer valuable insights for both tourism destinations and service providers. First, it is essential for both destinations and service providers to adopt the trend of AI and leverage anthropomorphic AI devices to enhance their customer service. Second, they should prioritize enhancing tourists’ positive emotions by strategically using anthropomorphic AI to foster memorable and enjoyable interactions, thereby delivering greater emotional value. Originality/value Although numerous studies have examined AI anthropomorphism, there has been relatively little emphasis on its specific attributes. This study categorizes the anthropomorphic characteristics of AI devices into five distinct factors, drawing on previous research. To the best of the authors’ knowledge, this is the first empirical investigation into how the anthropomorphic features of AI devices influence tourists’ positive experiences and their revisit intentions.