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A Review on Marketing Tourism in the Era of AI: Future Scope for Sustainable Tourism in India
Abstract
The chapter aims to review the extant literature of AI and AR in marketing tourism using bibliometric methods to understand the research's status, development, and growth from 2012 to 2023. The methods adopted include keyword occurrence analysis, factorial analysis using multi correspondence analysis (MCA), thematic map, and multiple collaboration networks. The use of location-based AR technology in various fields of sustainable tourism have been examined in this chapter. It also aims to review the policy initiatives of Government of India in the pandemic phase towards the attainment of sustainable tourism development in the country. It reveals that academicians in countries such as China, Spain, USA, and India have conducted substantial studies on the technical side of artificial intelligence and augmented reality in tourism. It is found that tourism sector is far behind in the use of AI and AR technology in India. Therefore, the author proposes a novel strategy based on artificial intelligence to explore the opportunities of marketing techniques in the tourism sector.
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