Personalization in Tourism Marketing Based on Leveraging User-Generated Content With AI Recommender Systems
Sushil Bhardwaj, Indu Sharma, Gurpreet Kaur, Rohini Rohini, Surbhi Sharma · Advances in computational intelligence and robotics book series · 2025
Personalization in tourism marketing has become essential in providing unique and tailored travel experiences. This chapter delves into the integration of artificial intelligence (AI) and user-generated content (UGC) to create personalized travel recommendations. It explores how AI-powered recommender systems, including content-based and collaborative filtering techniques, process vast amounts of UGC such as reviews, images, and social media posts to analyze consumer preferences and behavior. The chapter further discusses how these systems enhance the user experience by offering targeted suggestions based on individual preferences, increasing engagement, and improving customer satisfaction. Additionally, it examines case studies from leading platforms like TripAdvisor and Expedia, demonstrating the effectiveness of AI-driven personalization in real-world applications. By highlighting the impact, challenges, and ethical considerations of AI in tourism marketing, this chapter provides a comprehensive overview of AI's role in shaping the future of travel experiences.