The Role of Generative Artificial Intelligence (such as ChatGPT) in Reshaping Destination Choice Decisions: A Theoretical and Methodological Analysis of AI-Driven Travel Marketing

Abstract

The tourism sector has undergone a radical transformation with the emergence and development of generative artificial intelligence (Generative AI - GAI) applications, with models like ChatGPT representing a strategic force disrupting the landscape of tourism marketing. This paper aims to explore the pivotal role of generative artificial intelligence in reshaping destination marketing strategies and its direct impact on the complex process of making travel decisions. The research adopts a comprehensive critical and analytical literature review methodology covering tourism, digital marketing, and artificial intelligence. As a result, the paper presents an integrated conceptual framework linking the unique characteristics of generative artificial intelligence—such as contextual personalization and creative content generation—with established theories in the field, chiefly the Experience Economy theory and the Destination Image theory. The paper systematically analyzes the empowering role of generative artificial intelligence across the three main stages of travel decision-making (pre-trip, evaluation, and post-purchase), highlighting the mechanisms of influence at each stage. It also deeply discusses the accompanying ethical and cognitive challenges, such as algorithmic bias, "hallucinations" of models, and intellectual property issues. The study concludes that generative artificial intelligence is not merely an auxiliary technological tool, but a fundamental strategic driver for reshaping the competitive advantage of tourism marketing entities. Finally, the paper provides a systematic research agenda to guide future research in this emerging knowledge field.