When AI takes the wheel: The effectiveness of AI versus human-generated content in tourism marketing

Artificial intelligence: Friend or foe?

The integration of Artificial Intelligence (AI) into marketing strategies has revolutionized the tourism industry by enhancing tourist attraction and engagement. This study aims to explore the impact of AI on tourist attraction from a marketing perspective, emphasizing how AI-driven tools and technologies are reshaping the ways destinations promote themselves and interact with potential tourists. By leveraging AI, tourism marketers can analyze vast amounts of data to identify trends, personalize marketing efforts, and predict tourist behaviors. AI applications, such as chatbots, virtual assistants, and recommendation systems, provide personalized experiences, improving customer satisfaction and loyalty. Additionally, AI-powered analytics enable marketers to optimize campaigns, targeting specific demographics with tailored content. The findings will contribute to a deeper understanding of how AI can enhance marketing strategies, offering practical implications for tourism stakeholders aiming to harness AI for competitive advantage.

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This study explores the transformative role of Artificial Intelligence (AI) in tourism marketing, highlighting its ability to enhance personalization, operational efficiency, and consumer engagement. The objective is to bridge the gap between theoretical capabilities and practical applications of AI in the USA tourism marketing. The methodology employs a PRISMA-based approach, focusing on recent studies from 2020 onward to analyze AI’s impact on marketing practices. A thorough examination of 389 publications obtained from databases like Scopus, Google Scholar, and Scimago for detailed qualitative analysis. The key contribution of this paper lies in its structural approach, which discuss the potential of various AI tools such as tailored recommendations and AI chatbots etc., offering fresh insights on their influence on the American Tourism Marketing sector. The report presents a framework for assessing the impact of AI on customer satisfaction and productivity, providing pragmatic solutions for tourism enterprises. In near future AI will develop enhancing human critical thinking and converting human cognition capabilities.

Purpose of the study: This study aims to investigate the applications of artificial intelligence and machine learning in tourism marketing research. Methodology: The importance and advantages of using artificial intelligence or machine learning in tourism marketing have been investigated. A literature review has been conducted in this field. Main Findings: As a result of this research, it has been found that using artificial intelligence or machine learning in tourism marketing will be more effective in learning customers' feelings and thoughts about businesses, more useful in making predictions about the future, and ultimately productive in customer satisfaction, which is considered the dedication point of modern marketing. Future studies can address the readiness and competencies of marketing managers employed in the tourism sector in the face of this development. In addition, researching current and potential customers in terms of user acceptance can guide businesses in tourism marketing, which can be considered as important findings of this study. Applications of the study: It is known and seen that artificial intelligence, machine learning and service robots are applied in many tourism companies today. Novelty/Originality of the study: Artificial intelligence and machine learning are making rapid progress in their use in every sector today. The innovations and benefits provided by the new and constantly developing use of artificial intelligence and machine learning for tourism marketing have been investigated.

Conceptualising an Attribute-based Framework of Projected and Perceived Destination Food Image: The Case of Australia and its Chinese Market

This study explores the impact of artificial intelligence (AI) on tourism marketing through a comprehensive bibliometric analysis of research published up to 2025. It aims to identify trends, challenges, and opportunities in AI adoption within the tourism industry, focusing on its implications for marketing strategies and customer experiences. In the light of the rapid evolution of AI technologies, the analysis also points to the growing influence of generative AI models, such as ChatGPT, in content creation and customer interaction. A bibliometric analysis was conducted using Web of Science, which involved refining an initial pool of 528 results to 225 relevant articles. Advanced analytical tools, including R (bibliometrix) and VOSviewer, were utilized to scrutinize publication trends, identify key contributors, explore thematic areas, and map research networks. The study integrates a range of analytical techniques, including factor analysis, thematic mapping, and network analysis, to provide a holistic view of the field. Findings indicate a significant surge in AI-related tourism marketing research, with emerging themes encompassing AI's pivotal role in enhancing customer engagement, optimizing experiences, and fostering entrepreneurship. The findings suggest that while AI can significantly enhance operational efficiency, maintaining the human element in tourism services and marketing remain crucial for customer satisfaction. The study also highlights the ethical considerations associated with AI adoption, emphasizing the necessity for balanced implementation to maximize benefits while addressing critical challenges such as data security, authenticity, data privacy, transparency ansd intellectual property concerns. This research contributes novel insights into the rapidly evolving landscape of AI in tourism marketing, offering valuable perspectives for both academics and practitioners. Additionally, it highlights the importance of ongoing research in this area to ensure that AI technologies are harnessed effectively to drive innovation and sustainability in the tourism industry, while exploring the long-term impacts of AI integration on both business performance and customer trust, ensuring that innovation aligns with the core values of the tourism industry. Furthermore, the study's findings have implications for policy makers and industry stakeholders seeking to leverage AI for competitive advantage while ensuring responsible and ethical practices.

Understanding how Artificial Intelligence (AI) impacts organizational functions supports stakeholders to prepare accordingly and profit from these developments. Adopting a grounded theory approach, this study uses three interlinked stages (in-depth interviews, focus groups and a questionnaire-based survey) to explore the impact of AI on the marketing function of hotels. The results identify ten trends related to AI’s contribution to hotel marketing, clustered in four themes. AI reengineers internal processes and procedures by enabling data and content as catalysts of competitiveness; empowering the augmented worker and performing mass personalization and customization. AI also impacts relationships with stakeholders by determining return on investment; improving sustainability; and governing legal aspects and ethics regarding data use. AI supports networks to which the organizations belong by concentrating and integrating organizations and transforming distribution models. AI transforms customer processes and services by engaging smart and predictive customer care and by employing predictive and augmented product and service design. The study illustrates the changes that AI will likely bring to hospitality and tourism marketing, developing a research agenda and raising discussion points for academic and industry practitioners respectively.

Assessing perspectives on artificial intelligence applications to gastroenterology

Will ChatGPT undermine ethical values in nursing education, research, and practice?

Artificial Intelligence (AI) is reshaping all sectors of society, including libraries. AI adoption in libraries has been gradual due to concerns and challenges, including ethical issues, maturity of the technology, insufficient AI education and training designed for library and information professionals, and gaps in AI education in library and information science (LIS) programs. This case study reports on the motivations, processes, and evaluations of the IDEA Institute on AI that was developed to equip two cohorts (Fellows) of information professionals who participated in the 2021 and 2022 IDEA Institute on AI with the foundational knowledge and skills to lead AI work. A multi-method approach was used to collect and analyze the evaluation data from multiple sources at different points of the IDEA Institute on AI. The IDEA Institute on AI applied an outcome-based planning and evaluation model and employed formative and summative evaluations using surveys and focus-group discussions. Fellows worked in various library and information environments, most in academic libraries. The case study results showed that the Fellows’ AI knowledge and skills increased substantially, their confidence greatly increased upon completing the IDEA Institute on AI, and they engaged in AI projects in their workplaces. They built awareness of AI issues and challenges and developed a comprehensive understanding of AI within the context of equity, diversity, inclusion, and accessibility. The Fellows’ supervisors were positive about the learning and experience their Fellows gained from the IDEA Institute on AI and their peers. The results of this case study have significant implications for developing AI professional development programs in the LIS field, providing exemplary AI education and training as AI technology evolves, including generative AI and large language models, and integrating AI into LIS curricula.

The brave new world of artificial intelligence: dawn of a new era

While user-generated short videos have become very common in tourism marketing, how they affect potential tourists' decisions has not been discussed academically. Based on the customer inspiration theory, this study explored the effects of different tourism short video contents on potential tourists' travel intentions, as well as the mediating effect of customer inspiration and the moderating effect of consumption orientation through three experiments. The following conclusions were drawn. (1) Tourism short videos significantly increased potential tourists' customer inspiration and travel intention; (2) The customer inspirations ("inspired-by" and "inspired-to") chain-mediated the relationship between tourism short videos and potential tourists' travel intentions; (3) Consumption orientation positively moderated the chained mediation effect above, and the chained mediation effect of tourism short videos on the travel intentions of tourists with hedonistic motivations through inspire-by and inspire-to is stronger than that of tourists with utilitarian motivations. The above findings could help expand the perspective of tourism short video research and provide suggestions for tourism business managers to apply short video content to marketing.

Artificial intelligence (AI) is a disruptive technology that is being used by smart tourist destinations (STDs) to develop new business models and marketing services to increase tourists’ experiences and sales, revenue, productivity, and efficiency and STDs. However, the adoption of AI applications and platforms requires a high economic budget for STDs that want to integrate this digital tool into their future agenda and tourism development plans, especially when they set them up for marketing plans and operational processes. This iterative technology needs regular maintenance as well, leading to recurring costs and specialised crews in advanced technologies and marketing activities. This study aims to show the impact of AI advancements on STDs’ tourism marketing to enhance the quality of services and illustrate their future agenda to improve tourists’ experiences. A comprehensive literature review on AI technology and STDs has been conducted to illustrate new tourism marketing in their future agenda. Moreover, this study presents real examples of AI technology in a tourism context to better understand the potential of this digital tool. The findings of the current study support the idea that AI is a multipurpose tool that helps manage, monitor, and analyse sales information; revenue management; minimise prediction errors; streamline operations; and develop better marketing strategies, optimising economic resources, reducing marketing costs, and responding dynamically to changing needs for tourists and residents in STDs. Furthermore, the investment in AI technologies by STDs helps enhance the quality of products and services, and attract new investments, which benefit the regional economies and population’s quality of life. This study is the first to address the use of AI to improve tourist marketing in STDs, which is its primary uniqueness. Also, this study identifies new opportunities and initiatives through AI that can be developed to help tourism marketing in STDs.

The worldwide tourist sector is undergoing a dramatic shift, driven by the integration of artificial intelligence (AI) technologies that promise extraordinary improvements in service personalization and operational efficiency. However, the adoption of AI raises substantial ethical concerns, notably those related to data protection and decision-making transparency. The main aim of this study is to investigate the transformative influence of AI in tourism, specifically emphasizing how AI-driven technologies improve service personalization and consumer experiences. The research aims to identify and assess the ethical and technological obstacles associated with AI integration in the sector, proposing strategies for its responsible and sustainable adoption. The study, based on a quantitative analysis of 142 participants surveyed in Albania between July and August 2024, focuses on tourists' perceptions of the benefits and risks associated with AI-driven services, with a focus on personalization, privacy, and technological barriers that may impede widespread adoption. The findings indicate that AI-driven personalized services significantly enhance tourist satisfaction, with respondents reporting higher levels of contentment when utilizing tailored services. However, ethical dilemmas and data privacy concerns emerged as prominent issues, with many travelers expressing apprehension about the collection and use of personal data. This highlights the necessity for transparent data practices and ethical considerations in AI deployment. Additionally, the study reveals that while there are challenges related to technological readiness, tourists perceive considerable opportunities for AI to streamline processes and enhance their travel experiences. This research underscores the importance of balancing technological advancements with ethical considerations in the tourism industry. To address the identified concerns, the sector must prioritize transparency in AI algorithms and robust data privacy measures, fostering responsible AI adoption that enhances consumer trust. These insights contribute to the ongoing discourse on AI's transformative potential in tourism and provide a foundation for future research aimed at understanding and addressing the ethical implications of AI integration.