Análisis del impacto de la Inteligencia Artificial en el Marketing Digital para el sector turístico de Boyacá

Abstract

Artificial intelligence (AI) has emerged as an essential tool in digital marketing, offering solutions that transform the way tourism businesses in Boyacá interact with their customers. This study analyzes the impact of AI on digital marketing strategies in the Boyacá tourism sector, identifying both the benefits and challenges of its implementation. Through a mixed methodology that combines qualitative and quantitative approaches, the perceptions of experts and entrepreneurs about AI integration and its most effective applications are explored. Qualitative analysis reveals that AI can significantly improve the personalization and automation of marketing campaigns, allowing for more precise audience segmentation and creating more personalized experiences for tourists. However, significant barriers such as the lack of knowledge and training in AI technologies, as well as resistance to change from companies, are identified. Technological infrastructure is also highlighted as a critical factor for the effective adoption of AI. Quantitative results show that although there is widespread adoption of digital marketing strategies, the use of advanced AI tools remains limited in Boyacá. Most surveyed companies recognize the potential benefits of AI but also emphasize the need for continuous training programs. This study proposes specific strategies to overcome the identified barriers, foster innovation, and improve the competitiveness of the tourism sector through the integration of artificial intelligence.