Can emotional AI better stimulate intention? The impact of virtual influencer types on tourists’ travel intention
Gengan Wu, Yue Zhou, Anqi Jiang, Zihan Chen, Xinwei Su · Asia Pacific Journal of Tourism Research · 2026
Virtual influencers are emerging in tourism marketing, yet their differential impacts on tourists’ travel intentions remain unexplored. Based on EASI theory, this study compares the effects of professional and emotional virtual influencers through two experiments. The results show that: (1) Emotional influencers evoke stronger virtual attachment and mental simulation; (2) Both play a chain mediating role between influencer types and travel intentions; (3) Gender roles moderate the relationship between influencer types and virtual attachment, but not mental simulation. The study advances the theoretical framework of virtual influencers and provides practical guidance for tourism destinations’ digital transformation.