~ 129 ~ International Journal of Tourism and Hotel Management 2025; 7(2): 129-134 E-ISSN: 2706-9591 P-ISSN: 2706-9583 Impact Factor (RJIF): 5.72 www.tourismjournal.net IJTHM 2025; 7(2): 129-134 Received: 20-07-2025 Accepted: 24-08-2025 Nektarios S Makrydakis Postdoctoral Researcher, Department of Management Science and Technology, University of Peloponnese, Greece Dimitris Spiliotopoulos Assistant Professor, Department of Management Science and Technology, University of Peloponnese, Greece Afroditi Lymperi Doctoral Researcher, Department of Management Science and Technology, University of Peloponnese, Greece Corresponding Author: Nektarios S Makrydakis Postdoctoral Researcher, Department of Management Science and Technology, University of Peloponnese, Greece Tourism marketing in the era of Artificial Intelligence: Digital strategies and behavioral effects on consumer decision-making Nektarios S Makrydakis, Dimitris Spiliotopoulos and Afroditi Lymperi DOI: https://www.doi.org/10.22271/27069583.2025.v7.i2b.177 Abstract The rapid integration of Artificial Intelligence (AI) into digital marketing has significantly transformed the tourism industry, reshaping how destinations, hospitality businesses, and travel services engage with consumers. This study presents a quantitative analysis of AI-driven digital marketing strategies and their behavioral effects on tourists’ decision-making, satisfaction, and engagement. The research examines four dimensions of tourism marketing in the AI era: personalization and recommendation systems, digital advertising strategies, consumer engagement metrics, and trust-building mechanisms. Using statistical analysis of survey data collected from tourism professionals and digital marketers, the study evaluates the impact of AI-enhanced marketing tools on consumer perceptions and behavioral responses. Findings reveal that AI-driven personalization and predictive analytics strongly influence tourist decision-making and booking intentions, while engagement metrics such as interactivity, session duration, and repeat visits are critical indicators of marketing effectiveness. Results also highlight the importance of transparency, ethical AI use, and trust in shaping positive behavioral outcomes in tourism marketing. The study provides actionable insights for tourism marketers, destination management organizations, and hospitality enterprises seeking to optimize their strategies in an AI- powered digital landscape. Keywords: Tourism marketing, AI marketing, digital marketing, consumer behavior, personalization, engagement metrics Introduction Artificial Intelligence (AI) has revolutionized marketing strategies across industries, with the tourism sector experiencing one of the most profound transformations. Unlike traditional marketing approaches that rely on static promotions and demographic segmentation, AI- driven systems enable personalized recommendations, predictive analytics, and real-time consumer engagement. Tourism marketing, by its nature, depends heavily on consumer behavior, emotions, and trust [10] . AI-powered platforms such as recommender systems, conversational agents, and generative AI tools now play an essential role in shaping how tourists search, evaluate, and book travel services. Previous research on digital marketing in tourism has emphasized personalization, customer engagement, and online reputation as critical success factors [9] . However, the emergence of AI-driven digital ecosystems has shifted focus toward behavioral analytics, where tourists’ online interactions provide continuous feedback loops that AI models interpret to optimize marketing strategies [16] . This study focus on behavioral effects of AI-enhanced tourism marketing through a quantitative analysis of marketing tactics and consumer responses. 2. Literature Review Tourism marketing has long been shaped by technological innovations, from the rise of online booking platforms to the advent of mobile applications and social media channels. In recent years, however, the integration of Artificial Intelligence has introduced a paradigm shift in both the strategic and operational dimensions of digital marketing. Scholars increasingly emphasize that AI not only enhances efficiency but also redefines the way consumers experience, evaluate, and commit to tourism services [17, 1] . The literature identifies four interrelated domains in which AI exerts its most significant influence: personalization and recommendation systems, AI-driven advertising, consumer engagement, and trust-building mechanisms [13] . While these domains collectively contribute to a more data-driven and responsive marketing environment, research also reveals ongoing