Main Article Content
Abstract
The swift development of Artificial Intelligence (AI) has the potential to change the tourism sector by redefining the visualization, narrative, and promotion of destinations to the population. Although this technological advancement brings forth innovational prospects, it also brings forth ethical issues pertaining to authenticity and digital trustworthiness in presenting tourism experiences. This is a conceptual study, which explores the ethical aspects of AI use in the tourism industry of Indonesia through the perspective of how algorithmic content generation and visual editing may influence the levels of trust and general perception of tourism destinations. Adopting a literature-based analytical methodology, the research reveals such imperative matters as digital manipulation, deceptive narratives, and the loss of authenticity as new ethical dilemmas. The discussion also highlights the necessity to practice AI transparently and responsibly to ensure credibility in communication and marketing in tourism. The results indicate that building digital honesty via ethical design of AI, regulatory consistency, and moral responsibility among tourism professionals may contribute to the enhancement of the global reputation of Indonesia as a reliable and sustainable destination. The article will help in building up a conceptual ethical framework, one that incorporates the principles of AI governance into the larger framework of responsible tourism promotion