Role of AI and Social Media in Tourism Destination Marketing and Crisis Management

DOI

10.2991/978-94-6463-799-1_26How to use a DOI?

Keywords

Media Influence; Artificial Intelligence; Destination Tourism; Social Media; Crisis Communication

Abstract

With the digital technologies, particularly social media and artificial intelligence (AI), the Indian tourism industry is experiencing a radical change. The integration of AI and social media has reshaped the techniques of global tourist destination marketing and crisis management. Social media emerged as a crucial tool for marketing travel destinations, influencing tourist’s perceptions, and rebuilding confidence, during and after crises. This study aimed to examine the role of AI and social media in promoting different tourism locations, especially after a crisis, to restore traveler trust and attract tourists to India.

The study incorporates qualitative and quantitative research approaches. The effects of AI-automation and social media on the Indian tourism sector and crisis management strategies were explored by reviewing existing research articles and reports. The quantitative data was collected through in-depth interviews of 25 travelers, which helped to determine the influence of social media and AI on five important travel components including destination, transportation, lodging, cuisine, and leisure activities. The findings reveal that social media played a significant role in marketing of tourist destinations. Social media and AI have significantly facilitated trip planning, including real-time assistance in selecting hotel, food, sightseeing, transportation, adventure activities, and shopping. Furthermore, both technologies have emerged as essential tools in crisis management, crowd management, exemplified by their utilization during the Mahakumbh in 2025. This study contributes to our understanding of AI-driven tourism development and recommends raising awareness of using AI tools for better experience and the ethical use of AI technologies to improve destination resilience and industry growth.

Copyright

© 2025 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  - Archana Sharma
AU  - Saurabh Bharti
AU  - Simant Seth
AU  - Satish Guleria
AU  - Vaibhav Bhardwaj
PY  - 2025
DA  - 2025/08/13
TI  - Role of AI and Social Media in Tourism Destination Marketing and Crisis Management
BT  - Proceedings of the 2nd International Conference on Innovation and Regenerative Trends in Tourism and Hospitality Industry (IRTTHI 2025)
PB  - Atlantis Press
SP  - 304
EP  - 314
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-799-1_26
DO  - 10.2991/978-94-6463-799-1_26
ID  - Sharma2025
ER  -