The Role of Artificial Intelligence in Driving Sustainability in the Tourism Industry: A Marketing Perspective

Abstract

Artificial intelligence (AI) is showing promise as a potent tool to advance the tourism industry's efforts to embrace sustainable practices in the face of mounting demand. This study looks at AI's potential to advance sustainability in the travel and tourism industry from a marketing standpoint. It investigates how resource management, client interaction, and tailored travel experiences may all be enhanced by AI-driven technology while still adhering to sustainability objectives. By leveraging predictive analytics, AI can forecast demand more accurately, reducing resource waste and environmental impact. AI-powered chatbots and virtual assistants foster meaningful interactions with eco-conscious travellers, promoting sustainable options and building trust. Ultimately, this paper highlights how integrating AI into marketing strategies is essential for tourism businesses to attract and retain environmentally conscious customers, positioning themselves as leaders in responsible tourism.