USING ARTIFICIAL INTELLIGENCE MARKETING TO OPTIMIZE CUSTOMER SATISFACTION IN THE HOSPITALITY INDUSTRY

Abstract

This research aims to create a conceptual framework that can enhance our comprehension of the role of AI marketing in the tourism industry. As one of the most crucial industries in the service sector, tourism is responsible for employing one out of every ten individuals across the globe, and contributes over ten percent to the worldwide economy. Recently, technology has profoundly transformed the tourism industry, especially in artificial intelligence (AI) and marketing fields, prompting scholars to investigate the strategic influence of these on tourism. Despite its importance, there appears to be a scarcity of research in this area. To address this gap, this research developed a conceptual framework based on personalization, customer service, content creation, campaign optimization, and predictive analytics to provide insights on how AI marketing technologies can be used to promote customer satisfaction in the tourism industry. This research highlights the current state of related academic and professional efforts and evaluates their strengths and weaknesses. Keywords: Artificial Intelligence, Marketing, Tourism, Personalization, Content, Satisfaction DOI： https://doi.org/10.35741/issn.0258-2724.58.2.3