Page 227 - ISC PROCEEDINGS 21.4

Today, destination promotion activities employ a wide range of tools, media
channels, and platforms to deliver messages and content aimed at attracting the
attention of diverse tourist segments. Each tool utilized plays a specific and distinct role in
the overall promotion process.
The role of destination promotion tools in the digital and AI era
Table 1. The role of destination promotion tools
No. Tools Role
I Core digital communication tools group
Official portal integrating AI chatbot and
1 Destination website
personalized content
Social Media (Facebook, TikTok, Disseminating destination images, emotions,
2
Instagram, YouTube…) and experiences
Enhancing the ability to reach tourists who
3 SEO & SEM
actively search for information
Nurturing relationships and re-engaging
4 Intelligent Email Marketing
audiences
II Digital content and digital experience tools
Content marketing (blog, vlog,
5 Building destination image and identity
storytelling)
6 UGC – User-Generated Content Enhancing credibility and authenticity
AR/VR Virtual destination experience prior to the
7
trip
Stimulating immediate emotional
8 Tourism Livestreaming
engagement
III AI- and Big Data–Driven Promotion Tools
Providing 24/7 travel consultation and
9 AI Chatbot & Virtual Assistant
personalized information
Recommending suitable destinations,
10 AI Recommendation System
itineraries, and services
Understanding customer needs and
11 AI analyzes tourist behavior.
forecasting trends
Creating promotional articles, images, and
12 AI-generated content (AIGC).
videos
Sentiment analysis and online tourist
13 AI sentiment analysis
feedback
IV Promotion management and measurement tools
Tourism CRM (Customer
14 Managing tourist data
Relationship Management)
15 Analytics Dashboard Monitoring campaign performance
Monitoring destination image and sentiment
16 Social listening
online
17 AI-based demand forecasting Supporting strategic decision-making
Source: Compiled by the authors
Official Destination Website: The official website provides comprehensive, reliable,
and regularly updated information about the destination, including tourism policies, visa
requirements, safety, accommodation services, and other relevant details. It serves as a

226