Artificial Intelligence In Tourism Marketing: Predicting Trends and Personalizing Customer Experience

  • Otniel Vázquez Peralta Universidad Juárez Autónoma de Tabasco
  • Johanna Moscoso Pacheco Universidad Juárez Autónoma de Tabasco
  • Arturo Martínez de Escobar Fernández Universidad Juárez Autónoma de Tabasco
Keywords: Tourism Marketing, Artificial Intelligence, Consumer Behavior, Relational Marketing, Customer Satisfaction

Abstract

Tourism marketing has undergone a significant transformation thanks to artificial intelligence (AI), enabling more efficient personalization and accurate prediction of consumption trends. This study examines how AI tools are revolutionizing marketing strategies in the tourism sector, particularly in terms of customer segmentation, behavior prediction, and optimizing the overall tourist experience. Through a qualitative approach, the research was based on in-depth interviews with marketing managers from five tourism companies that have successfully integrated AI into their operations. The results indicate that AI not only enhances the personalization of services but also allows for more accurate predictions of consumer preferences, increasing customer satisfaction and loyalty (Gouveia & Eusébio, 2019; Chen & Nijkamp, 2018). However, challenges remain, such as the lack of quality data and organizational resistance to adopting AI-based strategies (Dwyer & Forsyth, 1996). Additionally, the study emphasizes the crucial role of academic institutions in integrating AI into their tourism marketing curricula to better prepare future professionals for the changing needs of industry. The conclusions suggest that greater collaboration between academia and industry is necessary to ensure the effective use of AI tools in the marketing sector (Henriques, 2024). The study also calls for further research on the role of AI in marketing innovation and enhancing customer experience within tourism, as well as exploring the practical implications of AI adoption in smaller tourism enterprises (Gouveia & Eusébio, 2019).

References

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Published
2025-10-17
How to Cite
Vázquez Peralta, O., Moscoso Pacheco, J., & Martínez de Escobar Fernández, A. (2025, October 17). Artificial Intelligence In Tourism Marketing: Predicting Trends and Personalizing Customer Experience. Journal of Tourism and Heritage Research, 8(4), 1-15. Retrieved from http://www.jthr.es/index.php/journal/article/view/704
Issue
Vol 8 No 4 (2025): Journal of Tourism and Heritage Research
Section
Artículos
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