The Impact Mechanisms, Specific Methods and Effects of Generative AI in Digital Marketing for the Tourism Industry

DOI

10.2991/978-94-6239-801-6_135How to use a DOI?

Keywords

Generative Artificial Intelligence; Digital marketing; Tourism

Abstract

With the advent of the Arificial Intelligence (AI) era, Generative AI has become a key driver of digital marketing transformation. As a pillar of the experience economy, tourism’s intelligent transition has also drawn growing attention. Generative AI is actively used in the tourism industry at present, but the existing literature has not been systematically analyzed in terms of consumer behavior processes and few studies have adopted an opportunity-challenges discussion framework in their analysis. According to the Attention, Interest, Search, Action, Share (AISAS) model and the Jobs-to-Be-Done (JTBD) framework, this research will use a systematic review method to investigate the processes, particular applications, and overall impacts of Generative AI in tourism digital marketing. The results suggest that Generative AI can encompass the whole consumer decision-making process and all travel situations, which means that it can be of great value in terms of accurate targeting, immersive experiences, personalized services, and spreading the word. Nevertheless, the use of Generative AI is also associated with such practical issues as confidentiality of data, ethical and cultural challenges, lack of novelty of content, and a lack of trust in the system. This study illuminates the inherent reasoning of how Generative AI can empower tourism marketing, seals gaps in the current mechanistic studies, and offer theory and practical advice to tourism businesses on precision marketing, intelligent transformation, and sustainable development.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ye Yang
PY  - 2026
DA  - 2026/10/23
TI  - The Impact Mechanisms, Specific Methods and Effects of Generative AI in Digital Marketing for the Tourism Industry
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1299
EP  - 1308
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_135
DO  - 10.2991/978-94-6239-801-6_135
ID  - Yang2026
ER  -