ChatGPT TECHNOLOGY AS A STRATEGIC TOOL IN ECOTOURISM DESTINATION MARKETING: A ROMANIAN CASE STUDY

In the era of digital communication, the utilization of technology in tourism marketing strategies has gained paramount importance. As digital technologies continue to evolve, their impact on marketing strategies across various sectors has become increasingly significant. The practical potential of AI-generated content may be considered by destination marketing practitioners to create personalized, effective campaigns that resonate with diverse audiences, enhancing their connection with travelers. Therefore, this paper specifically examines how advanced artificial intelligence, such as OpenAI�s GPT-3, is shaping the future of destination marketing in the ecotourism industry. The main purpose of this study is to ascertain how Destination Marketing Organizations (DMOs) can utilize Chat GPT-3 to produce engaging and targeted content on Facebook, thereby increasing visitor engagement. The methodology involves a mixed approach, starting with the analysis of existing content on selected ecotourism Facebook pages, followed by the creation and evaluation of new GPT-3 generated posts. Data was gathered through secondary research and surveys administered to administrators from seven ecotourism destinations in Romania. The study aims to determine how AIgenerated content can influence user interaction and preferences, offering insights into the practical applications of Chat GPT-3 in destination marketing. This research is significant as it provides empirical data on the integration and impact of Chat GPT-3 technology in the promotion of ecotourism, offering actionable insights for DMOs to enhance their digital marketing strategies.