How Authenticity Perception, Digital Narratives, and Personalization Technologies are Reshaping Tourist Consumption Behavior

Abstract

The contemporary tourist consumption landscape is profoundly mediated by digital technologies. This paper explores the interconnected triad of authenticity perception, digital storytelling, and AI-driven personalization technologies in reshaping tourist behavior. Moving beyond the simplistic critique of social media "filters" as mere distorters of reality, this study posits that they are integral components of a new, digitally-native authenticity. We argue that the pursuit of authenticity, a classic driver in tourism, has evolved from seeking objective, institutionalized authenticity to co-creating dynamic, "digital authenticity" through interactions with user-generated content (UGC), influencer narratives, and algorithmically-curated platforms. The proliferation of digital narratives on platforms like Instagram, TikTok, and travel blogs does not merely inspire travel but actively constructs the symbolic value of destinations, influencing destination choice, on-site behavior, and the performance of identity. Concurrently, personalization technologies, powered by artificial intelligence (AI) and big data, are shifting the industry from a one-size-fits-all model to a hyper-personalized paradigm. These technologies filter the overwhelming array of travel options, creating bespoke "algorithmic realities" that guide consumption decisions, often creating "filter bubbles" that reinforce existing preferences and digitally constructed desires. This paper synthesizes existing literature and proposes a novel conceptual framework illustrating how these three forces interact cyclically. It concludes by discussing the implications for destination marketers and managers, emphasizing the need for strategies that engage with these new forms of authenticity and narrative co-creation, while ethically navigating the power of personalization.