Artificial intelligence’s impact on hospitality and tourism marketing: exploring key themes and addressing challenges

Jacques Bulchand-Gidumal, Eduardo William Secin, Peter O’Connor and Dimitrios Buhalis

Current Issues in Tourism, 2024, vol. 27, issue 14, 2345-2362

Abstract: Understanding how Artificial Intelligence (AI) impacts organizational functions supports stakeholders to prepare accordingly and profit from these developments. Adopting a grounded theory approach, this study uses three interlinked stages (in-depth interviews, focus groups and a questionnaire-based survey) to explore the impact of AI on the marketing function of hotels. The results identify ten trends related to AI’s contribution to hotel marketing, clustered in four themes. AI reengineers internal processes and procedures by enabling data and content as catalysts of competitiveness; empowering the augmented worker and performing mass personalization and customization. AI also impacts relationships with stakeholders by determining return on investment; improving sustainability; and governing legal aspects and ethics regarding data use. AI supports networks to which the organizations belong by concentrating and integrating organizations and transforming distribution models. AI transforms customer processes and services by engaging smart and predictive customer care and by employing predictive and augmented product and service design. The study illustrates the changes that AI will likely bring to hospitality and tourism marketing, developing a research agenda and raising discussion points for academic and industry practitioners respectively.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2023.2229480 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:27:y:2024:i:14:p:2345-2362

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20

DOI: 10.1080/13683500.2023.2229480

Access Statistics for this article

Current Issues in Tourism is currently edited by Jennifer Tunstall

More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().