This study explores the strategic implications of Artificial Intelligence (AI) utilization in tourism from a tourism marketing perspective by comparing domestic and international cases. Using a theory-linked interpretive multiple case study approach, three domestic and three international AI-based tourism services were analyzed through coding-based qualitative analysis. The analytical framework focuses on AI service attributes, tourist experience, tourism marketing performance, organizational and strategic effects, and limitations. The findings indicate that AI enhances tourists’ cognitive and emotional experiences through personalization and convenience, which subsequently contribute to marketing outcomes such as satisfaction, revisit intention, and brand engagement. International cases demonstrate more advanced applications in data-driven personalization and CRM-oriented strategies, while domestic cases remain relatively operationally focused. The study highlights AI’s potential as a strategic resource for experience-centered tourism marketing, while acknowledging limitations related to data dependence and qualitative methodology.
Hee-Jung Cho (Wed,) studied this question.