Advanced Journal of Management, Humanity and Social Science

Abstract Domestic tourism has emerged as a critical pillar for economic resilience in Iran, especially amid international sanctions and the lingering effects of the COVID-19 pandemic. This study investigates the role of experiential accommodations, including boutique hotels and restored traditional houses, in promoting domestic tourism in Kashan City, a UNESCO-recognized historical hub. Using a mixed-methods approach, secondary data on tourism trends were analyzed alongside qualitative insights from case studies of local accommodations. Findings indicate that experiential offerings enhance visitor engagement, cultural immersion, and loyalty among Iranian travelers. The study introduces a Heritage Experiential Index linking sensory, emotional, intellectual, and social dimensions of stays to domestic tourism growth. Results reveal that experiential accommodations contributed to a 15–20% increase in domestic visitor stays between 2022 and 2024, highlighting their economic and cultural significance. Implications include the need for policy support to scale such models nationally and for marketing strategies integrating digital experiential promotion. This research provides a novel framework for applying experiential marketing theories in the Iranian context and offers actionable insights for tourism managers and policymakers aiming to strengthen domestic tourism.

Abstract In today’s competitive landscape, where brands strive not only for visibility but also for emotional resonance, storytelling has emerged as a strategic pillar of experiential marketing. This study examines the role of artificial intelligence (AI) in advancing personalized brand storytelling and fostering emotional engagement, focusing on L’Oréal’s integration of ModiFace and SkinConsult AI as a case study. Grounded in theories of narrative transportation and experiential branding, the research proposes a conceptual framework that connects AI technologies with individualized storytelling, emotional immersion, and consumer response.

Using a qualitative, exploratory case study approach, the study analyzes secondary data drawn from L’Oréal’s digital campaigns, product platforms, and consumer feedback. A thematic content analysis demonstrates that AI operates not merely as a data-processing tool but as a narrative engine that enables brands to co-create meaning with consumers. Through ModiFace and SkinConsult AI, personalized product experiences are transformed into emotionally resonant narratives, positioning users as protagonists in their own beauty journeys.

Findings indicate that AI-driven storytelling enhances consumer engagement, strengthens brand trust, and fosters identity alignment, ultimately driving loyalty and word-of-mouth advocacy. Furthermore, the case illustrates how AI-enabled personalization contributes to sustainable marketing practices by minimizing product waste through virtual try-ons, broadening access to beauty experiences, and supporting profitable yet responsible growth.

This research enriches marketing scholarship by reframing AI as a storytelling partner and introducing a model that integrates emotion, experience, technology, and sustainability within contemporary brand communication.