Rapid technological developments have affected business areas and caused differences in products and services. The tourism and hospitality industry has also been affected by these rapid developments, and the use and importance of new technologies have increased. In this context, this research aims to evaluate the use of artificial intelligence and robotic technologies in the field of tourism marketing with data obtained from secondary data. As a result of the research, it has been determined that artificial intelligence and robotic technology applications in the tourism sector offer personalized and new opportunities for tourists in their travel decisions. Within the scope of the research, it has been suggested that these opportunities offered through big data are important in reducing operating costs and ensuring personnel productivity and competitive advantage. Therefore, using artificial intelligence in tourism marketing positively contributes to the systematic analysis of customer information.
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With the rapid development of technology, low cost, high efficiency, and high speed have gained importance in industries. Industries that follow technological developments have started to give importance to artificial intelligence and automation systems by following digital developments (Gürdin, 2020). Digital technologies are seen as the primary source of innovation in the world (Petković, Pindţo & Molnar Agic, 2018). The tourism and hospitality industry has also adapted to digital transformation depending on these developments (Topsakal, Yüzbaşıoğlu & Bahar, 2018, p. 253). The advantages of the tourism and hospitality industry in terms of the economy of countries, the size of the sector, and the high employment rate reflect the need to adapt to this transformation (Erkmen & Gönenç Güler, 2020). It is also stated that the tourism and hospitality industry is an industry that attracts attention to artificial intelligence and robotic applications (Rosete, Soares, Salvadorinho, Reis & Amorim, 2020).
In the tourism and hospitality industry, artificial intelligence and robotic technologies are used in the front office, cooking, baggage services, guiding customers, and welcoming customers (Seo & Lee, 2021; Belanche, Casola, Flavian & Schepers, 2020: 204). In addition, providing guidance services in the tourism and hospitality industry; There are “mobile guide, audio guide, guide player, interactive multimedia tour guide” GPS supported map and location applications, guide player, audio guide application, interactive multimedia tour guide, a mobile guide, guide port” systems that can be called Technological Guide (TR). Yıldız, 2018, p. 4686). In addition to this, service robots are also used in the tourism and hospitality industry. It is stated that the market value of service robots is estimated at “$55.72 billion by 2026 with an annual growth rate of 30 percent” (Seo & Lee, 2021, p. 2). Robotization of the tourism and hospitality industry; increases the opportunity to improve operational processes and provide personalized service to the guest. In this case, competitiveness increases as innovative and creative (Ivkov, Bleši´c, Dudi´c, Pajtinková Bartáková and Dudi´c, 2020).