Artificial Intelligence for Tourism Marketing and its Impact on Strategic Sensing An Exploratory

Abstract

This research aims to analyze the impact of artificial intelligence ethics intourism marketing on strategic sensing in tourism and travel companies in Baghdad. The researcher adopted a descriptive exploratory approach, collecting data through a questionnaire distributed to a sample of employees in tourism companies. The study focused on five dimensions of artificial intelligence ethics: privacy and data protection, transparency, fairness, accountability, and tourist well-being, in contrast to the dependent variable, strategic sensing. The results showed a strong, significant impact of artificial intelligence ethics on strategic sensing. The researcher recommends the necessity of adopting clear ethical frameworks for the use of artificial intelligence in tourism marketing to enhance organizational performance and achieve a sustainable competitive advantage