Digital Marketing for Tourism in the AI Era: Strategies, Theoretical Foundations, and Practical Implications

Pankaj Pankaj; natawat khanaruksombut

ผู้แต่ง

Pankaj Pankaj
natawat khanaruksombut Dhonburi Rajabhat University

คำสำคัญ:

Digital Marketing, Tourism, Artificial Intelligence (AI), Experience Economy, SMTEs, TikTok, Ethical AI

บทคัดย่อ

This article examines how digital marketing is being reshaped by Artificial Intelligence (AI) in the tourism sector, addressing a key research gap concerning the limited integration of AI-driven personalization, algorithmic influence, and experiential consumption in existing tourism marketing literature. The study contributes a synthesized perspective by integrating core theoretical frameworks including the Technology Acceptance Model (TAM), the RACE framework, and the Experience Economy to explain how tourist decision-making is evolving in an AI-mediated environment. (Sohn, 2020)

Using a qualitative approach based on literature review and case study analysis, the article evaluates current strategies such as SEO, influencer-driven community storytelling, and the rising role of platforms like TikTok in discovery and engagement. Case studies from the Amazing Thailand campaign, Airbnb’s community-based model, and Small and Medium-sized Tourism Enterprises illustrate the practical implications of these strategies.

Findings highlight that AI-powered personalization, user-generated content, and algorithmic platform dynamics significantly shape traveler behavior, brand visibility, and marketing effectiveness. The article concludes with strategic recommendations for enhancing AI-readiness, improving data literacy, and establishing ethical guidelines for responsible AI adoption in tourism marketing.

เอกสารอ้างอิง

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