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This article aims to systematically investigate and elucidate the transformative effects of Artificial Intelligence (AI) and Machine Learning (ML) on marketing strategies and consumer engagement within the tourism and hospitality industries. The research methodology employed in this article encompasses a quantitative approach, underpinned by the use of cluster analysis to categorize and interpret complex multivariate data. This methodological framework is chosen to provide a rigorous, data-driven examination of the impacts of Artificial Intelligence (AI) and Machine Learning (ML) on marketing strategies and consumer behavior in the tourism and hospitality industry. The results of this investigation reveal significan t insights into the application of Artificial Intelligence (AI) and Machine Learning (ML) in enhancing marketing strategies within the tourism and hospitality sectors. Through the application of the k-means clustering algorithm to the collected dataset, distinct patterns of consumer behavior and preferences have emerged, underscoring the potential of AI and ML to revolutionize marketing approaches and consumer engagement. The findings from this research underscore the pivotal role of Artificial Intelligence (AI) and Machine Learning (ML) in transforming marketing strategies and enhancing consumer engagement within the tourism and hospitality industries. The utilization of cluster analysis, specifically the k -means algorithm, has facilitated a deeper understanding of consumer behavior patterns, leading to several key conclusions.
CUNHA et al. (Thu,) studied this question.