AI and Digital Technologies for Transforming Territorial Branding Management

Abstract

Competitive pressure and evolving expectations have driven tourist destinations to adopt increasingly sophisticated branding strategies. Based on a systematic literature review following the PRISMA protocol, this study examines how artificial intelligence and digital technologies can be integrated into territorial branding processes by analyzing key articles published between 2015 and 2024. The results show that digital technologies enable better stakeholder participation and decision-making based on real-time data analysis while facilitating the adapting strategies to visitor preferences. Furthermore, the digitalization of destination management organizations enhances service personalization and reputation management.