The Use of Artificial Intelligence in the Branding of Hospitality Entities

This study investigates how artificial intelligence (AI) can revolutionize branding strategies in developing countries to enhance guest experiences in the hospitality industry. AI-driven branding strategies may improve customer experiences and promote brand success in different and evolving hospitality markets by analysing the most recent trends, case studies, and expert views. The results show that hospitality brands may improve service quality, maximize operational efficiency, and create highly tailored client encounters with the use of AI technologies. Various hospitality industries have various rates of AI adoption and issues; premium hotels seem to be investing more in AI-driven guest experiences. This chapter offers significant insights for hospitality enterprises aiming to utilize AI technologies to develop effective branding strategies that cater to the distinct requirements and inclinations of consumers in emerging markets. Hospitality brands can transform customer experiences, boost brand loyalty in dynamic marketplaces by leveraging artificial intelligence (AI).

PurposeThe purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence.Design/methodology/approachData were collected using survey methodology (n = 419), and the hypotheses were tested by using a structural equation modeling (SEM) approach.FindingsFindings reveal that emotional intelligence is positively related external emotional brand connections (i.e. connecting a brand to important people, events and experiences in memory) which, in turn, has a positive influence on emotional brand attachment. Findings also show that emotional brand attachment is positively related to brand purchase intentions and brand attitudes.Research limitations/implicationsThis research shows that both external emotional connections and emotional intelligence are important antecedents of emotional brand attachment, even after controlling for different types of brand use (social and special occasion brand use) and product category. Other control variables, such as brand characteristics, are not examined.Practical implicationsThe findings suggest that brand managers can enhance emotional brand attachment by helping consumers establish external emotional brand connections.Originality/valueThis research addresses a gap in previous research by examining antecedents of emotional brand attachment. The findings showcase that emotional intelligence is an antecedent to external emotional brand connections and emotional brand attachment. This research also goes beyond the loyalty focus of previous research to show that emotional brand attachment has an impact on general purchase intentions and brand attitudes.

Transformation is being observed in almost every sphere of life. Industries accept technological advancements by accepting artificial intelligence and automation to improve the quality of products and services and to have errorless processes. The industry has a large number of human resources, and it functions on the concept of human touch, also known as the essence of hospitality; however, with the advent of artificial intelligence, fear of losing the human resources and human touch in the industry is paramount. The authors of the chapter detail the significance of the human touch in the tourism and hospitality industry. The chapter also highlights the usage of artificial intelligence in tourism through predictive analysis, travel experiences through virtual assistance, and the digital transformation tourism and hospitality have observed mainly in the coronavirus pandemic. It ends with a discussion on artificial intelligence in tourism and hospitality as support system for human resources or enhanced service quality and customer experience.

As artificial intelligence (AI) becomes increasingly prevalent in the travel industry, there is growing concern over its impact on the workforce. This paper examines how AI can be leveraged to assist and automate tasks while ensuring that human employees remain central to service delivery. Through case studies of AI-driven customer service, booking management, and itinerary optimization, we explore how AI enhances efficiency without replacing human workers. We propose a framework for integrating AI tools that prioritize human expertise, job satisfaction, and productivity while preventing displacement. The findings suggest that properly designed AI systems can improve employee performance and customer experience while maintaining a human-centric work environment. AI has already demonstrated significant potential in improving various aspects of the travel industry, from automating repetitive administrative tasks to enhancing customer interactions through chatbots and virtual assistants. Airlines, hotels, and travel agencies are increasingly incorporating AI-powered tools to streamline operations and provide more personalized experiences for travelers. However, while AI brings efficiency and convenience, there is a need to ensure that these technologies complement rather than replace human employees. One area where AI has proven particularly beneficial is in customer service. AI-driven chatbots and virtual assistants can handle a high volume of inquiries, addressing common customer concerns related to flight bookings, hotel reservations, and travel insurance. These tools can provide quick responses, resolve straightforward issues, and free up human agents to focus on more complex and personalized customer needs. For instance, a traveler experiencing a flight disruption may first interact with an AI chatbot for general rebooking options but would still require human intervention to handle specific requests such as special accommodations or refunds. By integrating AI in this manner, companies can enhance response times while maintaining the empathetic and personalized service that customers value. AI is also transforming booking management by optimizing pricing strategies and recommending travel options based on user preferences. Machine learning algorithms analyze vast amounts of data to predict demand trends, enabling airlines and hotels to adjust prices dynamically. Additionally, AI-powered recommendation engines personalize travel itineraries by considering factors such as budget, past travel behavior, and real-time conditions. Despite these advancements, human expertise remains crucial in curating travel experiences that require a nuanced understanding of customer preferences, cultural sensitivities, and emotional intelligence—qualities that AI cannot fully replicate. In itinerary optimization, AI assists travelers in planning their trips by suggesting the best routes, activities, and accommodations based on preferences and real-time constraints such as weather conditions or local events. Travel companies can leverage AI to provide customers with tailored experiences, ensuring a seamless journey. However, travel advisors and concierges continue to play a vital role in offering bespoke recommendations that AI might overlook. The human touch remains irreplaceable in luxury travel, group tours, and special interest trips where personalization is paramount. To ensure a balanced integration of AI, companies must adopt a human-centric AI framework that aligns technology with workforce development. This involves continuous training programs to upskill employees, allowing them to work alongside AI tools effectively. Organizations should also implement ethical AI principles, ensuring transparency, fairness, and accountability in decision-making processes. Additionally, fostering a culture of collaboration between AI and human workers can enhance job satisfaction and productivity rather than creating a sense of job insecurity.

The hospitality industry is rapidly evolving, with artificial intelligence (AI) emerging as a transformative force in service marketing and branding. This chapter delves into the integration of AI technologies in the branding strategies of hotels, highlighting how AI can enhance guest experiences, streamline operations, and strengthen market positioning. The authors explore various AI applications, including personalized guest services, dynamic pricing, customer relationship management (CRM), and marketing automation. Additionally, they examine AI-powered tools for customer service, such as chatbots and virtual assistants, which provide 24/7 support and maintain consistent brand messaging. The chapter also covers the optimization of operational efficiencies through AI-driven predictive maintenance and energy management, as well as advanced techniques in brand monitoring and reputation management. Through detailed case studies and practical insights.

Purpose This study discusses the strategic integration of artificial intelligence (AI) within the hospitality industry by examining the experience of a locally owned Singaporean hotel chain. It will address a central gap in the prior research’s lack of attention to employees’ perspective of AI adoption in domestic hotel chains. Design/methodology/approach Using the grounded theory approach, this study used a thematic analysis of in-depth interviews with ten managers of a locally owned hotel chain who plan to implement AI in their chain. Findings The results show that while AI offers many advantages, including lower costs, more effectiveness, and better customer experience, human intervention is still necessary to provide individualized and personalized attention and service. The study emphasizes the necessity of a well-rounded strategy that uses AI’s potential without sacrificing the crucial human element that characterizes the best hospitality experience. Research limitations/implications Future research should address this study’s limitations using larger, diverse samples and mixed methods to explore AI adoption’s impact on hospitality. Practical implications Leaders in the hospitality industry should foster an organizational culture emphasizing empowerment and continuous learning to integrate AI technologies successfully. The insights from a Singaporean hotel chain suggest that AI adoption can enhance employee and customer experiences. However, effective AI strategies require considering cultural and organizational differences and communicating their benefits. Aligning AI implementation with customer preferences, such as offering tech-driven solutions for younger, tech-savvy guests while maintaining personal interaction for less IT-savvy customers, is key to maintaining branding. This strategic, differentiated approach ensures AI enhances operational efficiency and maximizes guest satisfaction through tailored, personalized services. Originality/value This study is unique in its focus on the employees’ perspective of AI adoption within a domestic hotel chain in Singapore, a viewpoint that has been largely overlooked in previous research. By employing a grounded theory approach and conducting in-depth interviews with managers, the study provides rich, qualitative insights into the practical challenges and benefits of integrating AI in the hospitality sector. This approach highlights the operational advantages of AI and underscores the indispensable role of human interaction in delivering personalized and high-quality service, thus offering a balanced view of AI’s impact on the industry.

Purpose This paper aims to investigate the enduring relevance of in-store shopping in an age dominated by digital transformation and rising sustainability concerns. It explores how store brand personality, brand image and brand love interact to shape consumer loyalty, emphasizing the underexplored role of digital and sustainable stimuli within physical retail contexts. Design/methodology/approach Using a conceptual analysis grounded in extant literature, the paper proposes an integrative model, based on the S-O-R theory, linking brand personality, image and love in brick-and-mortar environments enriched by digital innovations (e.g. augmented reality and artificial intelligence) and sustainable practices. It identifies key mechanisms through which these elements foster emotional brand connections and consumer loyalty. Findings Findings highlight that the sensory richness and interpersonal engagement of physical retail spaces are essential for building brand loyalty. Digital technologies enhance personalization and interactivity, while sustainability practices strengthen ethical alignment and trust – together amplifying emotional attachment to the brand. Research limitations/implications The study is conceptual and calls for empirical research to validate its propositions. Future research could explore how digital and sustainability strategies impact consumer loyalty in varied retail contexts. Practical implications The study offers practical insights for retailers on leveraging digital and sustainable innovations to create emotionally resonant in-store experiences. It also lays the groundwork for empirical research examining how these integrated stimuli influence brand loyalty and word-of-mouth behaviors. Originality/value This paper addresses a theoretical gap by introducing a novel conceptual model that unites digital transformation and sustainability within the framework of in-store brand love. Unlike previous models, it emphasizes how these dual forces jointly enhance emotional brand bonds in physical retail settings, extending traditional brand management theory to fit the demands of modern hybrid retail environments.

Background With the development of the digital age, museums are paying more attention to the needs of their audiences, and the relationships they build are gradually transitioning from relationships with people to relationships with everyone in order to meet the attributes of serving the public. Museums take the historical dimension as the timeline to elaborate the spiritual connotation of cultural heritage, and digitalization with its multi-dimensional experience mode becomes the necessary medium and basic condition for the development of museum traditional culture in the information age. In the process of digital expression of museum cultural heritage, the application of gamification thinking can effectively promote the efficiency of the display, people in the activities and tasks through the inner drive to drive themselves to complete the task, under the guidance of relaxing and pleasant elements through the visual, auditory and other sensory organs to effectively receive and understand the information. Therefore, the analysis and refinement of museum digital game expression, the demand for emotional interaction design based on the optimization of user pleasure in the process of museum game experience, and the highlighting of emotional interaction are the keys to the current museum digital game design. Objective In view of the development mode and design strategy of the existing museum digital display, this paper explores the design practice of emotional interaction design in museum digital games, and provides innovative design for the emotional interaction needs of museum digital games. Methodology Firstly, from the perspective of interaction design, the three levels of emotional design are used as a theoretical basis to combine the cultural heritage of museums with the transferability, interactivity and immersion characteristics of emotional interaction design, and propose digital interactive games as a carrier as an effective way of digital innovation for museum cultural heritage. Secondly, based on the case study method, graphical analysis and evaluation experiments, the museum digital games case study is analyzed to explore the main factors that affect the emotional experience of users in the games from the interaction behavior itself. Finally, the main interaction processes and methods of museum digital game design are constructed in four aspects: digital game categories, content and mechanism design, interaction and experience methods, and interface and navigation design.

This study examines the impact of artificial intelligence (AI) (Personalized Guest Experience, Chatbots and Virtual Assistants, Revenue Management, Operational Efficiency, Fraud Detection and Security, Predictive Maintenance) on guest satisfaction in luxury hotels from perspective of managers. A quantitative methodology was employed through adopting questionnaire that was self-administered by (89) managers within luxury five stars hotels in Amman – Jordan. SPSS was used to tackle the primary data, results of study was able to accepted study hypotheses arguing that artificial intelligence has the ability to increase guest satisfaction in luxury hotels. Results indicated that AI in hospitality industry has the ability to revolutionize the concept of guest satisfaction through easing the process of services and increase their loyalty as well. Study indicated that the highest agreement was for chatbots and virtual assistants in influence. However, it argued that while AI has the potential to significantly enhance guest satisfaction in luxury hotels, it is essential to balance the use of AI with human interaction. Many guests still value the personal touch and human connection that comes with traditional hospitality. Therefore, it is important for hotels to ensure that AI is used to enhance, rather than replace, human interaction with guests. Study recommended that hotels should be focused on providing personalized experiences, streamlining operations, and enhancing convenience and comfort in order to increase guest satisfaction. Further recommendations were presented in the study. Significance of study lies in the fact that examining the impact of AI in increasing guest satisfaction in luxury hotel play a role in increasing competitive advantage, help luxury hotels save costs by automating tasks and reducing the need for human labor and stay ahead of the curve and embrace new technologies such as AI. Originality of study is in the fact that it help in developing new theories and frameworks for understanding the complex relationship between technology and guest satisfaction in the hospitality industry.

The rapid development of artificial intelligence (AI) technology has brought new possibilities and challenges for emotional design in human-computer interaction. This paper aims to systematically sort out the current situation of the integration of emotional design and AI, and conduct case studies to explore its future trends, to provide theoretical and practical guidance for intelligence-driven interaction design. In this paper, the theoretical framework of emotional design and the integration path with AI technology were summarized through a combination of literature review and case study. It was found that although emotional design is effective in enhancing users’ emotional experience through intelligent algorithms, it still faces key issues such as technical limitations, privacy, security, and ethical regulation. Combined with case studies, the value of emotional interaction in enhancing user stickiness and brand loyalty was verified. The conclusion points out that in the future, it is necessary to deepen interdisciplinary collaboration, optimize algorithm robustness, and promote the development of emotional intelligent design towards standardization and scenario, in order to achieve a balance between technology and humanized experience.

Emotional design is an important development trend of interaction design. Emotional design in products plays a key role in enhancing user experience and inducing user emotional resonance. In recent years, based on the user's emotional experience, the design concept of strengthening product emotional design has become a new direction for most designers to improve their design thinking. In the emotional interaction design, the machine needs to capture the user's key information in real time, recognize the user's emotional state, and use a variety of clues to finally determine the appropriate user model. Based on this background, this research uses a deep learning mechanism for more accurate and effective emotion recognition, thereby optimizing the design of the interactive system and improving the user experience. First of all, this research discusses how to use user characteristics such as speech, facial expression, video, heartbeat, etc., to make machines more accurately recognize human emotions. Through the analysis of various characteristics, the speech is selected as the experimental material. Second, a speech-based emotion recognition method is proposed. The mel-Frequency cepstral coefficient (MFCC) of the speech signal is used as the input of the improved long and short-term memory network (ILSTM). To ensure the integrity of the information and the accuracy of the output at the next moment, ILSTM makes peephole connections in the forget gate and input gate of LSTM, and adds the unit state as input data to the threshold layer. The emotional features obtained by ILSTM are input into the attention layer, and the self-attention mechanism is used to calculate the weight of each frame of speech signal. The speech features with higher weights are used to distinguish different emotions and complete the emotion recognition of the speech signal. Experiments on the EMO-DB and CASIA datasets verify the effectiveness of the model for emotion recognition. Finally, the feasibility of emotional interaction system design is discussed.

Artificial Intelligence, which can be basicly defined as systems or machines that can perform behaviors of human and human intelligence, is one of the concepts that have been flourishing and maintaining the popularity since its first appereance. Simultaneously with the development of this concept day by day, its execution areas have expanded and become significant part of life. There is no doubt, marketing is one of the areas where it expands and provides maximum benefit. With the use of Artificial Intelligence based applications in marketing, the customer experience is have been tried to be improved gradually. The aim of this study is to understand the point of view of companies, operating the online retail market, towards technology, to observe how they benefit from artificial intelligence-based applications, and to reveal how they try to enrich the customer experience with artificial intelligence-based applications. In this context, qualitative research methods and the personal interview technique were used in accordance with the main purpose of the study. It is aimed to explore detail about how is companies’ customer journey map for the customer while enriching the customer experience, and how they benefit from artificial intelligence, with the information provided by the experts who work in company while conducting a personal interview. For this reason, interviews were conducted with the regional sales manager and sales specialists of the online retail company.The limitations of the study are that the study only provides an information from the company, does not include whole sample in the market, and the methods applied by the company are open to change due to the dynamic structure of the market and technology. Results revealed that, suggesting some special opportunities to customer, taking decisions to accelerate the delivery of the order, using virtual assistant in customer communication and providing dashboard to see the order status are some of the areas where improvement has been made thanks to Artificial Intelligence. Thus, while the problems stem from human nature are minimized, customer experience is tried to be improvement. Keywords: Artificial Intelligence, Customer Experience, Customer Journey Map, Brand Experience, Differentiation

Purpose The purpose of the present article is to highlight the role of Artificial Intelligence (AI) and Robotics in the tourism industry. The various technologies being integrated to improve the service and customer experience in tourism. The expected changes and challenges in tourism in the future are focused in this paper. Design/methodology/approach A systematic study on the emerging technologies of AI and Robotics applied in the tourism sector is presented in the form of a viewpoint. Findings AI certainly enhances tourism experiential services however cannot surpass the human touch which is an essential determinant of experiential tourism. AI acts as an effective complementary dimension to the future of tourism. With the emergence of artificial travel intelligence, it is simpler to make travel arrangements. AI offers travel services that are automated, customized and insightful. AI allows travelers to learn about their behaviors, interests to inclinations and provide a personalized experience. Gone are the days to consult a travel agent, meet him physically and indulge in an endless chain of troubling phone calls to inquire about travel arrangements. Practical implications Tourism marketing to see a positive and improved change that will enhance the tourists’ overall experience due to the application of AI and Robotics. New emerging technologies like chatbots, virtual reality, language translators, etc. can be effectively applied in Travel, Tourism & Hospitality industry. Originality/value The present viewpoint discusses the application and role of AI and Robotics with the help of relevant industry examples and theory. The present paper highlights the different technologies being used and will be used in the future.

Покупки, совершаемые на онлайн-платформах, в значительной степени основаны на искусственном интеллекте (ИИ), который формирует покупательское поведение потребителей. Для изучения намерений повторных покупок в данном исследовании использованы данные об ИИ, вовлеченности в социальные сети, оптимизации коэффициента конверсии, опыте использования бренда и предпочтениях бренда. Был проведен опрос с помощью анкеты, разосланной 355 респондентам, которые хотя бы раз покупали или пользовались услугами, предлагаемыми онлайн на любом сайте, связанном с авиацией. Гипотезы исследования были проанализированы с использованием Amos V.22. Эмпирические результаты показывают, что ИИ повлиял на вовлеченность в социальные сети, восприятие бренда, предпочтения к бренду и оптимизацию коэффициента конверсии. Оптимизация коэффициента конверсии и взаимодействие с социальными сетями также влияют на предпочтения и опыт использования бренда, которые, в свою очередь, влияют на намерение совершить повторную покупку. Кроме того, связь между искусственным интеллектом и намерением повторной покупки обусловлена вовлеченностью в социальные сети, опытом работы с брендом, оптимизацией коэффициента конверсии и предпочтениями бренда. Результаты исследования могут помочь авиакомпаниям в разработке ИИ и создании более эффективных кампаний по брендингу и маркетингу, чтобы повысить желание клиентов совершать повторные покупки. Исследование также показало, что использование ИИ в маркетинге значительно улучшило предпочтения бренда, что впоследствии повлияло на желание потребителей совершать дополнительные покупки. Кроме того, для улучшения долгосрочных коммерческих показателей и привлекательности бренда авиакомпаниям рекомендуется сосредоточить усилия по созданию бренда на ИИ и, таким образом, увеличить инвестиции в ИИ и технологии бронирования, как для привлечения новых клиентов, так и для удержания существующих.

This paper introduces an overview and positioning of the contemporary brand experience in the digital context. With technological advances in games, gamification and emerging technologies, such as Virtual Reality (VR) and Artificial Intelligence (AI), it is possible that brand experiences are getting more pervasive and seamless. In this paper, we review the current theories around multi-sensory brand experience and the role of new technologies in the whole consumer journey, including pre-purchase, purchase and post-purchase stages. After this analysis, we introduce a conceptual framework that promotes a continuous loop of consumer experience and engagement from different and new touch points, which could be augmented by games, gamification and emerging technologies. Based on the framework, we conclude this paper with propositions and recommendations for future research in contemporary brand management, which could help brand managers and designers to deal with technological challenges posed by the contemporary society.