Artificial Intelligence in Tourism Marketing Communication: From Content Creator to Strategic Partner

Abstract

 This academic article aims to analyze the role of artificial intelligence (AI) in tourism marketing communication by synthesizing knowledge from contemporary research, with a focus on the transition of AI from an operational tool to a strategic partner in the marketing communication process. The study employs an analytical literature review based on international academic databases and relevant research in the tourism context. The synthesis of knowledge reveals that AI plays a significant role in three main dimensions: (1) the creation of effective marketing content that can compete with human-generated content; (2) the enhancement of tourist experiences through chatbots, virtual reality technologies, and personalized communication; and (3) the development of innovative marketing communication formats, such as virtual influencers and AI-powered digital media. However, the adoption of AI also faces challenges related to consumer trust, bias toward AI-generated content, and ethical issues concerning accountability and data privacy. The article proposes strategies for the hybrid application of AI combining human and technological capabilities to enhance marketing communication efficiency while preserving the authenticity and identity of tourist destinations. The findings have significant implications for the development of tourism marketing strategies and policy formulation in the digital era.