The Importance of Artificial Intelligence in Developing Tourism Marketing An Analytical Study of the Syrian Context

Abstract

This study aims to analyze the role of artificial intelligence (AI) technologies in developing tourism marketing, focusing on the current state and potential of applying these technologies in the Syrian tourism environment, given the technical, regulatory, and economic challenges facing the sector. The study employed a descriptive-analytical approach and concluded that the use of AI technologies improves the efficiency and effectiveness of tourism marketing in terms of targeted marketing, tourist behavior analysis, visitor experience enhancement, and boosting the competitiveness of tourist destinations. However, this potential remains limited in the Syrian context due to weak digital infrastructure, the absence of organized tourism databases, a shortage of specialized human resources, and the lack of clear regulatory frameworks for data governance and privacy protection. The results also indicate that Syria is currently in an early transitional phase in adopting AI technologies, with gradual positive indicators reflecting a growing institutional awareness of the importance of these technologies.

 The study recommends adopting a phased and realistic approach to employing artificial intelligence in Syrian tourism marketing, starting with low-cost and easy-to-integrate applications, such as chatbots, digital content analysis, and targeted advertising, in parallel with improving the digital infrastructure, building specialized human capabilities, and developing regulatory and legislative frameworks for data governance and enhancing digital trust.