Examining the Role of Artificial Intelligence in Content Marketing and Its Impact on Tourists' Trust and Booking Intention

With the rapid expansion of digital technologies, the use of artificial intelligence (AI) in content marketing has become an important tool for attracting and retaining customers in the tourism industry. However, it is not yet fully clear how AI-based content marketing can shape users' trust and influence tourists' booking intentions. Therefore, the aim of the present study is to examine the role of artificial intelligence in content marketing and its impact on tourists' trust and booking intention. This research is applied in terms of purpose and descriptive-survey in terms of methodology. Data were collected through a questionnaire distributed among users of tourism platforms who had experience using online services. Multiple linear regression and statistical methods were used to analyze the data. The results indicated that AI-based content marketing has a positive and significant effect on tourists' trust (R² = ۰.۲۶۱, r = ۰.۵۱۱). Moreover, its different dimensions-including familiarity with AI-based content (ẞ = ۰.۲۵۸), the quality of generated content (ẞ = ۰.۲۷۷), and the influence of content on travel decision-making (ẞ = ۰.۲۲۷)—had significant effects on users' trust (t> ۴). In addition, a positive and significant relationship was found between AI-based content marketing and tourists' booking intention. Based on these findings, it can be concluded that utilizing artificial intelligence tools in producing and delivering tourism content can strengthen users' trust and consequently increase their intention to book tourism services.

کلیدواژه ها:

Artificial Intelligence ، Content Marketing ، Tourists' Trust ، Booking Intention ، Online Tourism