Generative AI applications in the tourism industry: Opportunities and challenges

In the tourism industry, an increasing number of companies are adopting advanced Generative AI tools, such as chatbots and algorithms, designed to replicate human interactions. These tools play a key role in automating various marketing tasks, enhancing efficiency by streamlining processes such as customer segmentation, advertising, and promotions. Examining the tourism experience through a services marketing perspective is crucial for transforming consumer insights into practical management strategies. Although AI offers significant potential for filtering travel information and enhancing service promotion, its integration into tourism marketing remains largely uncharted, despite its promising prospects and accompanying challenges. This chapter focuses on three core services within the tourism sector—booking, customer services, and package tour services—which are essential to improving the customer experience. It aims to critically evaluate the current landscape of AI applications in tourism marketing, highlighting both the opportunities and challenges. Additionally, it emphasises the need for further research to thoroughly explore the impact of AI on tourism marketing and its broader implications for the industry.