SMART NUDGE MARKETING: AI-DRIVEN BEHAVIOURAL INTERVENTIONS FOR SUSTAINABLE TOURISM

This study explores the integration of nudge theory and marketing practices through a digitalization lens, proposing a framework for smart behavioral interventions to foster sustainable changes in the tourism industry. Recognizing the critical role of tourists' responsible behavior in mitigating environmental and social impacts, the research examines how digitally driven behavioral insights, such as gamification and behavioral design, can influence decision-making. The study emphasizes the potential of disruptive technologies, particularly artificial intelligence (AI), in delivering personalized, real-time interventions that encourage sustainable tourism practices. A fast review analyzed 187 research documents spanning 1987 to 2024, using VOS viewer to identify and refine 148 relevant keywords from 176 recurring terms. These were categorized to reflect the evolution of responsible behavior: traditional marketing (past), nudge theories (present), and digitalization (future). Case studies and best practices were reviewed to explore AI-driven nudges in tourism. Findings indicate that AI-powered nudges enhance traditional behavioral interventions by offering dynamic, personalized experiences that promote sustainable actions among tourists, such as waste reduction, resource conservation, and cultural respect. AI's predictive capabilities, combined with gamification and behavioral design, facilitate a shift toward responsible tourism practices. This research introduces "Smart Nudge Marketing" as a novel framework for addressing sustainability challenges in tourism, advancing beyond traditional marketing approaches. By integrating AI with behavioral insights, the study provides actionable strategies for fostering responsible tourist behavior and addressing complex environmental and social issues in the tourism sector.