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Description
The article represents a literature review of artificial intelligence over the distribution channels in tourism. The fourth industrial revolution and the deep penetration of digital technologies in the social and economic sphere of life made AI-driven distribution channels in tourism an integral part of the consumer experience. The industry has already adopted omnichannel distribution strategy, but the recent technological innovations put marketing and distribution on the next level, through the introduction and faster adoption of artificial intelligence (AI). The evolution of marketing is associated with the so-called Immersive Marketing, which is associated with the preferences and requirements of digital generations, and more specifically those of Generation Z and Generation Alpha. Marketing 6.0 requires digital tourism distribution channels to provide an interactive and engaging experience for consumers and opportunities for communication with companies offering tourism services through chats and live streams. Artificial intelligence technologies are deeply integrated into the process of choosing, booking and experiencing tourism products, making the competition in the sector much more intensive.
Although AI importance in marketing and distribution has recorded stable growth, there is a significant research gap in the field while most of the studies are fragmented. The article aims to analyze the artificial intelligence in tourism, its impact on the distribution channels and AI applications in tourism marketing channels.