ANALYSING THE ROLE OF AI-DRIVEN DIGITAL MEDIA CONTENT IN PROMOTING SUSTAINABLE TOURISM PRACTICES IN UTTARAKHAND

Abstract

Artificial Intelligence (AI)-driven digital media has emerged as a transformative tool for promoting sustainable tourism by providing personalized travel information, intelligent recommendations, and environmentally responsible tourism content. This study analyses the role of AI-driven digital media content in promoting sustainable tourism practices in Uttarakhand. A quantitative research design was adopted, and primary data were collected from 80 tourists visiting major destinations in Uttarakhand using a structured questionnaire. The data were analysed using descriptive statistics, Pearson correlation, and regression analysis through SPSS. The findings revealed that respondents reported a high perception of AI-driven digital media (Mean = 4.18), while sustainable tourism practices also received a favourable mean score (Mean = 4.07). A strong positive correlation (r = 0.721) and significant regression results (β = 0.721, p < 0.001; R² = 0.520) confirmed that AI-powered digital media positively influences tourists' environmental awareness and responsible travel behaviour. The study recommends integrating AI-based digital communication strategies into tourism marketing to support sustainable destination development and environmental conservation in Uttarakhand.