Tourism Industry in the Era of the Fourth Industrial Revolution: Personalized Marketing and the Role of Artificial Intelligence

This study aims to present a comprehensive conceptual framework for integrating artificial intelligence into personalized marketing within the tourism industry during the era of the Fourth Industrial Revolution. It examines the role of this technology in enhancing traveler experiences and improving marketing strategies. Using a qualitative research approach and semi-structured interviews with 11 experts in the fields of marketing, artificial intelligence, and technologies related to the Fourth Industrial Revolution, data were collected and analyzed through thematic analysis. Based on the analysis, a conceptual framework was developed from 219 concepts extracted from the data. The findings of the study indicate that artificial intelligence can play a pivotal role in data management, enabling the analysis of big data and identification of traveler behavior patterns, predicting preferences and needs through machine learning algorithms, and designing precise marketing strategies to deliver personalized travel services and experiences. These capabilities significantly enhance the effectiveness of marketing strategies in the tourism industry. The proposed conceptual framework not only contributes new insights to the scientific literature on marketing and artificial intelligence but also serves as a practical guide for tourism organizations and travel service providers to effectively leverage artificial intelligence in developing personalized marketing strategies and enhancing the traveler experience.