Abstract
The integration of AI in tourism destination marketing is revolutionising the industry, offering personalised experiences and efficient service delivery. This study determines visitors’ perceptions of AI applications in promoting tourism destinations, focusing on their awareness, acceptance, and satisfaction or concerns about AI-driven technologies. Data was gathered using a mixed method approach by means of questionnaires (n-260) with visitors of Gauteng, South Africa's tourism hotspots and interviews (n-7) with marketers from tourism establishments around Gauteng. The findings reveal various attitudes toward AI influenced by digital literacy, privacy concerns, visitor trust and visitor perception levels with AI technologies. Visitors highlighted the benefits of personalised recommendations and dynamic content but expressed reservations about over-reliance on automation. This research provides valuable insights into the opportunities and challenges of leveraging AI for tourism marketing in Gauteng and offers actionable recommendations for marketers in various tourism establishments to enhance visitor experiences while addressing ethical considerations. The study contributes to the growing body of knowledge on AI’s transformative role in the tourism sector by offering practical recommendations for balancing the adoption of technologies in tourism while ensuring visitor trust and engagement.