Artificial Intelligence and Destination Branding

Abstract

Artificial intelligence (AI) has become a significant focus of research and practical applications within the tourism industry. Tourism researchers and practitioners have recently changed their methods by incorporating AI tools, resulting in new approaches to generate and use insights. These AI-driven developments hold great potential for enhancing destination branding. The current chapter aims to showcase the main benefits of using AI in destination branding, examine how AI helps create and implement effective branding strategies, identify the key challenges and complexities of integrating AI tools for this purpose, and highlight the crucial ethical considerations that need to be addressed when using AI in destination branding. This chapter presents several theoretical implications and helpful practical recommendations for using AI in destination branding.