Artificial Intelligence In Smart Tourism: Strategic Roles, Rural Impacts, And Implementation Pathways

Abstract

This study explores the transformative potential of Artificial Intelligence (AI) as a conductor orchestrating a symphony of change in smart tourism—particularly within rural landscapes. Framing AI not merely as a tool but as a strategic partner, the research investigates its capacity to personalize experiences, foster sustainable development, and drive business innovation. Employing a mixed-methods approach, the study bridges the gap between academic vision and industry implementation, combining qualitative case studies with thematic analysis to capture the nuanced interplay between AI, business strategy, and customer engagement. The findings reveal AI's multifaceted influence—from immersive virtual storytelling and real-time personalization to intelligent infrastructure and data-driven decision-making. However, the research also identifies a discordant interlude: a persistent implementation gap, rooted in short-term industry thinking, data privacy concerns, and lack of cross-sector collaboration. The study underscores the need for robust policy frameworks, ethical AI development, inclusive design, and deeper academia-industry partnerships to harmonize the theoretical "wow" with the practical "how." Ultimately, it proposes a holistic model for smart tourism that embraces AI not as a replacement for human touch, but as an amplifier of cultural resonance, economic vitality, and experiential richness—conducting a collaborative crescendo toward a more personalized, sustainable, and equitable future in tourism.