TOURISM IN THE AGE OF ARTIFICIAL INTELLIGENCE: A CONCEPTUAL PERSPECTIVE ON MARKETING AND BEYOND

Majda EL BOUKHARI; Ghizlane AMAJID; Moulay Hachem FADILI

doi:10.23882/ijdam.25227

Authors

Majda EL BOUKHARI National School of Business and Management of Agadir, Ibnou Zohr University, Morocco. https://orcid.org/0009-0001-2683-7939
Ghizlane AMAJID Higher School of Technology of Agadir, Ibnou Zohr University, Morocco. https://orcid.org/0009-0008-9926-0051
Moulay Hachem FADILI National School of Business and Management of Agadir, Ibnou Zohr University, Morocco. https://orcid.org/0000-0002-5941-2611

DOI:

https://doi.org/10.23882/ijdam.25227

Keywords:

Artificial Intelligence, Tourism sector, tourism Marketing, AI applications

Abstract

In the tourism sector, AI technologies are revolutionizing how tourists plan their trips, interact with destinations, and access services. At the same time, companies are using AI to personalize experiences, optimize operations and enhance decision-making through advanced data analysis and automation. Although the role of AI in tourism marketing has begun to attract academics attention, the existing body of literature remains fragmented, which limits a full understanding of the topic.

To address this, the aim of our study was to critically examine how of AI is transforming tourism and marketing practices, and to better understand how it reshapes traditional approaches to promotion, tourist engagement, and value co-creation. Based on a theoretical analysis, we identified, evaluated, and synthesized existing literature on Artificial Intelligence and tourism marketing. Our findings show that AI is currently used mainly for segmentation, creating marketing materials and personalization. However, the review revealed also that existing literature on the topic remains limited, highlighting the need for further research to address current gaps and deepen understanding in this area.

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