THE ROLE OF DIGITAL TRANSFORMATION AND ARTIFICIAL INTELLIGENCE IN TOURISM MARKETING

This article analyzes the impact of digital transformation and artificial intelligence (AI) technologies on tourism marketing. In recent years, digital innovations have enabled the tourism industry to become more personalized and efficient. AI-powered predictive marketing systems allow for forecasting users' future behaviors, analyzing their emotional states, and offering personalized services. Additionally, through the use of metaverse and immersive technologies (virtual reality, augmented reality), tourists can explore travel destinations virtually, which is especially beneficial for eco-tourism, cultural tourism, and adventure tourism. The article also highlights the advantages of applying digital technologies for dynamic pricing, continuous customer service, and ensuring sustainability in the tourism industry. With the help of AI and digital transformation, tourism marketing offers new approaches not only to achieve commercial goals but also to meet the emotional needs of tourists.