Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/322477 
Year of Publication: 
2025
Citation: 
[Journal:] Journal of Tourism, Heritage & Services Marketing [ISSN:] 2529-1947 [Volume:] 11 [Issue:] 2 [Publisher:] International Hellenic University [Place:] Thessaloniki [Year:] 2025 [Pages:] 16-41
Publisher: 
International Hellenic University, Thessaloniki
Abstract: 
Purpose: This conceptual study examines how Generative Artificial Intelligence (GenAI) reshapes value co creation, destination governance, and responsible innovation in tourism. It seeks to reposition GenAI from a backstage tool to a tourism actor and to present the Synthetic Experience System, a triadic framework connecting Tourist, GenAI, and Place/Community through data, content, and emotion layers. Methods: The paper follows an integrative theory building approach. It abductively synthesises tourism literature, information systems, marketing, psychology and ethics to surface recurring constructs, situates them within the service dominant logic and the actor–network theory, and iteratively refines a model through comparison of GenAI applications focusing on responsible research and innovation. Results: Analysis reveals three continuous co creation loops that circulate agency among actors and four boundary conditions—authenticity, bias, sustainability, privacy—that determine system viability. The Synthetic Experience System clarifies where value emerges, identifies points of potential value co destruction, and yields fifteen research propositions spanning tourist cognition, firm capabilities, destination policy, and planetary carbon limits. Implications: The framework provides a roadmap for destination management organisations, platform designers, and regulators to audit algorithms, design participatory prompts, and adopt carbon aware deployment. By naming actors, layers, and boundaries, the study offers a shared vocabulary that can anchor empirical investigations and stimulate cross disciplinary citations in tourism, information systems, and sustainability research.
Subjects: 
generative artificial intelligence
synthetic tourism,
experience co-creation
service-dominant logic
actor–network theory
algorithmic governance
esponsible research
responsible innovation
JEL: 
L83
O33
L86
M31
Persistent Identifier of the first edition: 
URL of the first edition: 
Creative Commons License: 
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Document Type: 
Article
Document Version: 
Published Version
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