International Journal of Research in Business Studies and Management Volume 10, Issue 1, 2023, PP 21-30 ISSN 2394-5931 DOI: https://doi.org/10.22259/2394-5931.1001004 International Journal of Research in Business Studies and Management V10 ● I1 ● 2023 21 A Systematic Literature Review on Artificial İntelligence Applications in Tourism Marketing Yakup Durmaz 1* , Miraç Yücel Başer 2 1 Deapartment of Marketing, Faculty of Economics Administrative and Social Sciences, Hasan Kalyoncu University, Gaziantep, Turkey 2 Department of Business, Graduate School of Social Sciences Hasan Kalyoncu University, Gaziantep, Turkey *Corresponding Author:Yakup Durmaz, Deapartment of Marketing,Faculty of Economics Administrative and Social Sciences, Hasan Kalyoncu University, Gaziantep, Turkey INTRODUCTION In the 1950s, researchers' efforts to improve the autonomous learning capabilities of computers led to the development of a new landmark concept, artificial intelligence (Lu, 2019), which changed the shape of existing business processes. In this direction, marketing is among the business processes affected by artificial intelligence technologies (Verma et al., 2021). Being aware of the impact that the artificial intelligence market, which is expected to reach $126 billion in 2025, will have on the business world, global companies such as Google and Spotify have already started to integrate artificial intelligence technologies in marketing (Vlacic et al., 2021). Data analytics, natural language processing, sentiment analysis, in-store experience optimization, and various artificial intelligence applications are becoming increasingly important in marketing for consumer satisfaction and personalized product recommendations (Huang and Rust, 2022a). Thanks to artificial intelligence, deep learning, and machine learning, it significantly affects digital marketing, eliminating the time spent on advertisements that disturb consumers. In this way, it helps make efficient decisions for consumers and increases profitability by reducing business costs (Haleem et al., 2022). Kumar et al. (2019) state that artificial intelligence provides benefits to managers in terms of branding and consumer management. In this respect, artificial intelligence technologies have potential in various parts of marketing. On the other hand, considering that artificial intelligence technologies are used within the scope of marketing products and services in various sectors, tourism marketing is also promising. Because, of the personalized modeling provided by artificial intelligence, tourism enterprises can now provide personalized tourism services by analyzing user information and creating personal travel programs (Xie and He, 2022; Doborjeh et al., 2022). In this direction, it is aimed to contribute to the relevant literature by examining the promising artificial intelligence applications used in tourism marketing. LITERATURE REVIEW The literature Review can be explained under the following headings. ABSTRACT This study aims to theoretically investigate artificial intelligence applications in tourism marketing. Artificial intelligence applications that develop depend on technological progress wereinitiated and involved in various business processes. Global companies are focused enhance their efficiency by investingin artificial intelligence technology in various Processes from management to marketing. Marketing that becomesa crucial field is becoming an essential work division that has used artificial intelligence applications. Artificial intelligence that offers options such as personalized product recommendations to purchase attitudes based on prediction is also becoming popular in tourism. In this context,the present study aims to impact artificial intelligence on companies and tourists examining potential artificial intelligence applications in tourism marketing. Keywords: Artificial Intelligence, Marketing, Tourism Marketing