The Impact of Artificial Intelligence Applications on Influencer Marketing Strategies and Purchase Intention in Tourism and Travel Agencies

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Tourism Studies Department, Faculty of Tourism and Hotels, University of Sadat City

Abstract

This study aims to identify the applications of artificial intelligence in tourism marketing, the impact of these applications on influencer marketing strategies, and the opportunities they provide that should be utilized to enhance the tourism purchase decisions of travel and tourism agency clients. The study also investigates the impact of artificial intelligence applications on enhancing the purchase intention of travel and tourism agency services. To achieve the objectives of the study, a descriptive analytical approach was used, and a questionnaire was designed to collect data from marketing department employees in Egyptian travel and tourism agencies. The questionnaires were analyzed using partial least squares structural equation modeling (PLS-SEM). The study concluded that the perception of marketing department employees in travel and tourism agencies towards artificial intelligence applications is positive, and it has a positive impact on influencer marketing strategies. The study also found that artificial intelligence applications have an impact on enhancing the purchase intention of travel and tourism agency clients by improving the effectiveness of influencer marketing.

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