DISCOVERING THE UNTAPPED POTENTIAL: EXAMINING THE REALM OF AUGMENTED REALITY (AR) FOR THE IMPROVEMENT OF TOURIST EXPERIENCES IN THE TRAVEL SECTOR

The paper explores the role of Augmented Reality (AR) and Artificial Intelligence (AI) in tourism marketing, emphasizing their potential to enhance tourist experiences and promote sustainable travel.A bibliometric analysis of 2,500 scholarly articles (2019-2022) identifies key trends, technological advancements, and research gaps.While AR and AI improve customer engagement and travel efficiency, their adoption in developing regions remains limited.Minimal contributions from Eastern Europe, Africa, and South America highlight a disproportionate focus on developed nations, restricting global applicability.The study discusses India's efforts to integrate technology into sustainable tourism but emphasizes the need for broader research on AR and AI's impact in underrepresented regions.It calls for increased funding and international collaboration to bridge these gaps, ensuring inclusive research and innovation.Expanding AR and AI applications across diverse cultural and economic contexts can enhance global tourism and support sustainability initiatives.