Marketing Intelligence for Tourism Industry

Abstract

Businesses in the tourism sector utilized marketing intelligence (MI) to develop competitive strategies and customer engagement practices. When the industry becomes increasingly digitized, incorporating advanced technologies like artificial intelligence (AI), big data, and competitive intelligence (CI) will change how tourism businesses comprehend customer behaviour, predict trends, and optimize marketing attempts. Through a systematic literature review (SLR) of all the tourism marketing intelligence studies published over the years, this paper synthesizes the findings around the development of marketing intelligence in tourism, its application in the different segments of tourism, and the trends ushering in change into the landscape. Key themes include the rise of AI-powered personalization and smart tourism using Internet of Things (IoT) technologies and rely increasingly on real-time data for making strategic decisions. Also, it indicates that sustainability and ethical marketing strategies are becoming more critical in marketing intelligence frameworks. Although much has been written on the revolutionary usefulness of these technologies, there are unexplored areas in their application in micro tourism markets, such as the effect of automation on customer loyalty and the adoption of the sustainability dimension within marketing intelligence systems. The result is that marketing intelligence, if properly entrenched, carries to tourism enterprises a real edge in competition, thus increasing the firm's operational efficiency and customer satisfaction. Future research should fill these gaps, especially in analysing the role of blockchain technology’s use in secure data handling and the transition of AI-driven marketing and consumer trust.