This analysis reveals how facial recognition and emotion detection improve customer experience in tourism, highlighting ethical and operational challenges.
This article focuses on the application of artificial intelligence in tourism visual marketing, emphasizing the practical forms, opportunities, and challenges of facial recognition and facial emotion recognition technology. Facial recognition achieves precise identity and interest matching, while facial emotion recognition analyzes real-time expressions to determine emotional states. Together, they can deliver personalized services, enhance interactive experiences, optimize advertising placements, and product development, bringing opportunities such as improved customer experience, increased operational efficiency, enhanced market competitiveness, and innovative products and services to the tourism industry. [14] However, the application of these technologies also faces challenges such as data privacy leaks, insufficient recognition accuracy, and social ethical controversies. This study aims to provide practical guidelines for tourism companies to formulate AI visual marketing strategies, helping to balance technological application with visitor rights and achieve sustainable development.
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Su et al. (2025) studied this question.
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