ENHANCING SAIGON RIVER TOURISM THROUGH AI-DRIVEN PERSONALIZATION AND NOSTALGIC MARKETING: CHALLENGES AND OPPORTUNITIES

Abstract Urban rivers contribute significantly to the environmental, cultural, and economic fabric of cities worldwide. In the case of Ho Chi Minh City, the Saigon River remains an underleveraged resource for tourism despite its strategic location and rich heritage. With the rise of experiential tourism that emphasizes emotional engagement and advanced technology, this study explores the potential of combining Artificial Intelligence (AI) and nostalgic marketing to redefine the Saigon River tourism landscape. AI technologies enable visitor experiences by delivering customized interactive content alongside nostalgic marketing strategies that use collective memories to create stronger emotional connections with destinations. This research identifies current shortcomings in implementing these approaches throughout Vietnam's urban river tourism industry and develops a strategic framework that unites both elements. The paper conducts analysis of present challenges and opportunities to develop practical recommendations for building a sustainable river tourism product that matches modern global market trends.