THE ARTIFICIAL INTELLIGENCE USAGE AND BENEFITS IN TOURISM MARKETING

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.