THE EFFECTIVENESS OF AI-POWERED MARKETING STRATEGIES IN SUSTAINABLE TOURISM

Abstract

The scientific paper examines the current impact of artificial intelligence (AI) driven marketing strategies, within the area of sustainable tourism, and with a special focus on the usage of generative AI. Since the modern approach to tourism marketing relies heavily on hyper-personalization within the concept of smart travel, this paper examines how much automated communication and predictive analytics generally aid in creating sustainable tourism practices. The question is followed by an examination of the critical potentials and limitations of AI-related technologies that affect tourists' behavior, perceptions of sustainability, and the overall competitiveness of travel destinations. The main analysis indicates that AI-based marketing strategies can improve promotion effectiveness and tourist experience, but only if paired with ethical, environmental and social concerns. In conclusion, the use of AI is highly desirable for the development of sustainable tourism, but only when appropriately managed.