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An Artificial Intelligence Driven Destination Branding and Online Reputation Management Influencing Tourists Revisit Intention in Saudi Arabia |
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PP: 883-905 |
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doi:10.18576/amis/200404
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Author(s) |
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Taheseen Shaikh Abdul Aziz,
Afroz Hasnain Ghulam,
Shakil Ahmad Habib,
Aseel Smerat,
Nicu Bizon,
Ali Elrashidi,
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Abstract |
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| The rapid advancement of artificial intelligence (AI) has significantly transformed the tourism industry by reshaping destination branding strategies and online reputation management practices. AI-driven travel platforms, review systems, and recommendation engines increasingly influence how tourists perceive destinations and make travel decisions. This study investigates the role of AI-based destination branding and online reputation management in shaping tourists’ revisit intentions, using Madinah as an empirical case. A quantitative research design was adopted, and data were collected through a structured AI-based questionnaire administered to 150 visitors to Madinah. The survey measured tourists’ perceptions of AI-driven destination branding features, AI-enabled online reputation management tools, and revisit intention. The collected data were analysed using SPSS, employing systematic statistical framework incorporating reliability analysis, descriptive statistics, correlation analysis, and regression modelling to evaluate the relationships among key constructs. Mathematical representations were used to formalize construct measurement and model specification. The study offers valuable insights for tourism authorities, destination marketers, and platform developers by emphasizing the strategic importance of AI tools in enhancing destination image and encouraging repeat visits. It also contributes to academic literature by providing empirical evidence from an emerging tourism market, supporting future research on AI-driven tourism experiences. This research is among the early empirical studies to examine AI’s role in destination branding and online reputation management in influencing revisit intentions within the Saudi Arabian tourism context. |
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