Artificial intelligence for tourism and communication: Innovations and emerging practices in the Moroccan context.

Abstract

Our study looks at the influence of artificial intelligence (AI) in improving tourism communication, focusing on the Oriental region of Morocco. An in-depth analysis is carried out on the potential of AI advances such as recommendation systems and chatbots, as well as analytical predictions to increase the visibility and allure of emerging destinations based on surveys and interviews with domestic travelers that highlight their expectations and the challenges local players are engaged in. The data shows that AI-based solutions have the power to satisfy visitors and regional promotion. However, ethical issues, lack of data accessibility and ongoing technical shortcomings remain major obstacles. Our study concludes with recommendations for integrating new technologies, fostering public-private collaborations and adopting ethical approaches to put the Oriental region among the leading tourism references.