UNLOCKING THE DIGITAL GATEWAY: ARTIFICIAL INTELLIGENCE IMPACT IN TRANSFORMING TOURISM MARKETING

This paper investigates the transformative role of Artificial Intelligence (AI) in crafting digital marketing strategies within the tourism sector. By analyzing the impact of various AI-driven technological innovations, evolving platforms, and changing consumer behaviors, the research aims to uncover the key factors influencing the adoption and effectiveness of AI in marketing practices, in the case of companies from tourism sector. Using data collected from marketing professionals within the tourism industry, the study evaluates the relationships between AI implementation and digital marketing outcomes, highlighting the most significant predictors of AI-driven success. The findings reveal that trends in digital consumption and changes in consumer behavior are among the strongest influences on AI-influenced marketing strategies, while the evolution of technology platforms exhibits a more complex impact. The study concludes that AI offers companies in the tourism industry the opportunity to continuously adapt and evolve their Digital Marketing strategies in response to technological advancements and consumer expectations.