Tourism marketing in the era of Artificial Intelligence: Digital strategies and behavioral effects on consumer decision-making

Abstract

The rapid integration of Artificial Intelligence (AI) into digital marketing has significantly transformed the tourism industry, reshaping how destinations, hospitality businesses, and travel services engage with consumers. This study presents a quantitative analysis of AI-driven digital marketing strategies and their behavioral effects on tourists’ decision-making, satisfaction, and engagement. The research examines four dimensions of tourism marketing in the AI era: personalization and recommendation systems, digital advertising strategies, consumer engagement metrics, and trust-building mechanisms. Using statistical analysis of survey data collected from tourism professionals and digital marketers, the study evaluates the impact of AI-enhanced marketing tools on consumer perceptions and behavioral responses. Findings reveal that AI-driven personalization and predictive analytics strongly influence tourist decision-making and booking intentions, while engagement metrics such as interactivity, session duration, and repeat visits are critical indicators of marketing effectiveness. Results also highlight the importance of transparency, ethical AI use, and trust in shaping positive behavioral outcomes in tourism marketing. The study provides actionable insights for tourism marketers, destination management organizations, and hospitality enterprises seeking to optimize their strategies in an AI-powered digital landscape.