Students' Perception in Tourism Regarding the Integration of Artificial Intelligence Into Sustainable Tourism Marketing Strategies

Abstract

This chapter explores how emerging tourism professionals perceive the role of artificial intelligence (AI) in sustainable tourism marketing. Through a theoretical review and ten semi-structured interviews with master's students, the study analyses perceived opportunities, risks, and the competencies needed for responsible AI use. Students generally view AI positively, linking it to efficiency, personalisation and improved decision-making, although their understanding is partial and often confused with broader digitalisation. They recognise AI's potential to support sustainability—optimising resources or enhancing destination management—while also noting risks such as algorithmic opacity, privacy concerns and the possibility of AI-enabled greenwashing. Participants identify gaps in their training and call for stronger data literacy, basic knowledge of algorithms, critical thinking and ethical awareness. They advocate for a more transversal, practice-oriented integration of AI and sustainability in tourism curricula to better align academic preparation with current industry demands.

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