Storytelling vs. Storydoing: How does Generative AI influence consumer experience in the tourism sector?

Abstract

The tourism industry is changing rapidly with new technologies and rising consumer expectations. Generative Artificial Intelligence (GenAI) is one of the most exciting tools driving this change, offering brands new ways to connect with their audiences. This thesis explores how GenAI shapes the consumer experience in tourism, focusing on storydoing, an approach where consumers actively take part in interactive and personalised stories. By comparing storytelling and storydoing, this study examines their effects on key areas of the consumer experience: engagement, satisfaction, and loyalty. The results show that storydoing, supported by GenAI, creates stronger emotional connections, more memorable experiences, and greater loyalty compared to traditional storytelling. However, the research also highlights some challenges. This thesis provides valuable insights for businesses looking to use GenAI and storydoing to create more engaging and personalised experiences. It also offers practical recommendations for improving these strategies. Dive into this research to discover how GenAI is transforming the way brands tell their stories and connect with consumers.