AIfluence in Action: A Bibliometric Analysis of Artificial Intelligence in Tourism Content Marketing

Shubhra Mishra, Research Scholar & Assistant Professor; Sachin Kumar Srivastava, Dean; Rinki Verma, Associate Professor

doi:10.21844/smsjei.v12i01.30007

Shubhra Mishra, Research Scholar & Assistant Professor School of Management, Babu Banarasi Das University, Lucknow, Uttar Pradesh, India
Sachin Kumar Srivastava, Dean School of Management, Babu Banarasi Das University, Lucknow, Uttar Pradesh, India
Rinki Verma, Associate Professor School of Management, School of Management, IMS Unison University, Dehradun, Uttarakhand, India

DOI: https://doi.org/10.21844/smsjei.v12i01.30007

Keywords: Artificial Intelligence; Tourism Content Marketing; Bibliometric Analysis; AIfluence; Digital Transformation

Abstract

The paper outlines a budding intersection of artificial intelligence and tourism marketing, a nexus that is
referred to as ‘AIfluence’ (AI + Influence). It logically analyses 223 academic journals included in Scopus
and Web of Science, between 2009 and 2026, and outlines current patterns in publications, authoritative
sources, and institutional views, as well as increasingly developing areas of research. The analysis shows a
significant increase in academic activity starting in 2020 in favour of such keywords as social media,
machine learning, and big data as key themes in motors driving innovation in AI-based tourism marketing.
China, the United States, and the United Kingdom dominate the scientific production in the world in
geographic concentration. An inter-institutional relationship also demonstrates a multidisciplinary
production of knowledge. It highlights the role played by AI in consumer interaction, customisation, and
ethical aspects of the marketing practice in tourism. Lastly, the work provides an evidentiary foundation to
the inquiry of the future that is of a responsible, data-driven, and consumer-centric AI application in tourism
marketing.