When <scp>AI</scp> Meets Festivals: How <scp>eWOM</scp> Mediates the Route to Memorable Experiences and Well‐Being

Abstract

ABSTRACT Artificial intelligence (AI) is reshaping how festival‐goers interact and share experiences. This study investigates how perceptions of AI technologies (informativeness, accessibility, interactivity, personalization, and security) affect electronic word‐of‐mouth (eWOM) at music festivals and whether eWOM mediates the link between perceived AI experiences and tourists' well‐being. Survey data from 400 attendees at Portuguese festivals were analyzed using multiple linear regressions. Interactivity and informativeness significantly increased eWOM, whereas accessibility, personalization, and security did not. eWOM also acted as an information‐diffusion mechanism that fosters memorable experiences and mediated the relationship between perceived AI technology and well‐being. These findings underscore the centrality of interactive and informative AI touchpoints in stimulating eWOM and shaping reputation and visitor perceptions. By combining AI‐enabled features with strategies that encourage eWOM, festival organizers can enhance memorable experiences and support tourists' well‐being.

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