Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)

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Integrating AI, Digital Marketing, and IMC to Enhance Visitor Experience in Event Tourism: Literature Review

Authors
Hanif Hasan1, *, Diah Natalisa2, Deris Stiawan2, Isni Andriana2
1Student of Sriwijaya University, Palembang Polytechnic of Tourism, Palembang, Indonesia
2Sriwijaya University, Palembang, Indonesia
*Corresponding author. Email: 01023682429002@student.unsri.ac.id
Corresponding Author
Hanif Hasan
Available Online 23 February 2026.
DOI
10.2991/978-94-6463-994-0_13How to use a DOI?
Keywords
AI; Digital Marketing; Integrated Marketing Communication; Visitor Experience; Event Tourism
Abstract

Rapid digital transformation in the travel and tourism sector need creative marketing approaches to stay competitive and satisfy changing tourist expectations. A potent strategy for improving visitor experiences, especially in event-based tourism, is the combination of artificial intelligence (AI), digital marketing, and integrated marketing communication (IMC). The results of 79 peer-reviewed publications from 2015 to 2025 that were retrieved from Scopus, Semantic Scholar, and Google Scholar are combined in this systematic literature review. The analysis identifies significant trends and research gaps in the intersection of these three domains, highlighting the underexplored application of AI, especially in content personalization, predictive analytics, and automated engagement in event tourism. While digital marketing and IMC have been widely adopted for tourism event promotion, studies on their combined impact on visitor satisfaction and loyalty remain sparse. An integrated conceptual framework linking AI, digital marketing, and IMC is presented in this paper, providing insightful research directions that could revolutionize tourism marketing through clever, seamless, and immersive experiences.

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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Volume Title
Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
23 February 2026
ISBN
978-94-6463-994-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-994-0_13How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Hanif Hasan
AU  - Diah Natalisa
AU  - Deris Stiawan
AU  - Isni Andriana
PY  - 2026
DA  - 2026/02/23
TI  - Integrating AI, Digital Marketing, and IMC to Enhance Visitor Experience in Event Tourism: Literature Review
BT  - Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)
PB  - Atlantis Press
SP  - 192
EP  - 214
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-994-0_13
DO  - 10.2991/978-94-6463-994-0_13
ID  - Hasan2026
ER  -