Visualizing myself there: affordances of GenAI travel selfies for engagement and visit intention

Abstract

Purpose Generative artificial intelligence (GenAI) travel selfies have emerged as a novel pre-trip tourism touchpoint, yet their role in shaping user responses remains underexplored. Drawing on three-phase affordance actualization theory, this study aims to examine how GenAI travel selfie affordances are associated with user engagement and visit intention. Design/methodology/approach A three-study mixed-methods design was used, combining 32 photo-elicitation interviews, a survey of 526 users analyzed with partial least squares structural equation modeling (PLS-SEM), and fuzzy-set qualitative comparative analysis (fsQCA) of affordance configurations. Findings Three affordances were identified: visual creation, generative controllability and self-presentation. All three were positively associated with cognitive, affective and behavioral engagement, except for one nonsignificant path. User engagement was positively associated with visit intention. The fsQCA results further indicated that high engagement can be associated with multiple affordance configurations. Practical implications GenAI travel selfies can serve as a soft, user-driven promotional touchpoint for destinations and hospitality brands. Designers and marketers could consider identity-relevant design, controllable and reliable generative functions and visually appealing outputs to encourage engagement and stimulate early-stage destination interest. Originality/value The research is among the early empirical studies of GenAI travel selfies in tourism. It extends affordance-based research to a visual, identity-centered GenAI context and combines net-effect and configurational evidence to explain how these affordances are linked to user engagement and visit intention.