Hazarhun, EdaÇetinsöz, Burçin Cevdet2026-01-242026-01-24202497818375374719781837537464https://doi.org/10.1108/978-1-83753-746-420241014https://hdl.handle.net/20.500.12868/4680Due to the rapid increase in global warming and environmental disasters, destination management and tourists' environmental awareness have increased. This increase in environmental awareness has led destinations to prioritize green practices that reduce environmental pollution. Moreover, in recent years, with the rapid development of technology, artificial intelligence technology has also been used in applications that reduce environmental pollution in destinations. This is because environmentally friendly products and services offered by destinations have started to have an impact on tourists' travel choices. Additionally, tourists' awareness and loyalty towards environmentally friendly destinations have started to increase, resulting in the formation of brand value for destinations. Therefore, green practices and AI technologies play a role in the formation of consumer-based destination green brand value. © 2024 Alhamzah Alnoor, Gül Erkol Bayram, Chew XinYing and Syed Haider Ali Shah. All rights reserved.eninfo:eu-repo/semantics/closedAccessArtificial intelligenceConsumer-based destination green brand valueGreen brand equityGreen destinationsGreen practicesBook Chapter10.1108/978-1-83753-746-4202410142232352-s2.0-85200711837N/A