REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORS
This investigation aims to explore the profound impact of these technologies on marketing strategies within the luxury tourism and hospitality sectors in Portugal and Spain and to provide a comprehensive analysis of their role in enhancing service delivery and molding consumer behavior. Additional...
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Editura Universităţii din Oradea
2024-09-01
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| Series: | Geo Journal of Tourism and Geosites |
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| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-3-2024/gtg.55335-1307.pdf |
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| author | Maria Nascimento CUNHA Manuel PEREIRA António CARDOSO Jorge FIGUEIREDO Isabel OLIVEIRA |
| author_facet | Maria Nascimento CUNHA Manuel PEREIRA António CARDOSO Jorge FIGUEIREDO Isabel OLIVEIRA |
| author_sort | Maria Nascimento CUNHA |
| collection | DOAJ |
| description | This investigation aims to explore the profound impact of these technologies on marketing strategies within the luxury
tourism and hospitality sectors in Portugal and Spain and to provide a comprehensive analysis of their role in enhancing service
delivery and molding consumer behavior. Additionally, this research delves into the geographical patterns of online luxury hotel
bookings, uncovering how regional economic conditions and cultural factors influence consumer behavior. Through a detailed
quantitative examination of 2,048 survey responses, this study investigates how AI and ML technologies are employed to
optimize digital marketing strategies, focusing particularly on the effectiveness of remarketing and retargeting tactics and their
influence on consumer purchasing decisions. By analyzing the distribution of bookings across various districts in Portugal and
Spain, the study highlights the disparities in economic prosperity and their correlation with the frequency and nature of luxury
hotel stays. This geographical analysis not only provides insights into the current state of the luxury hospitality market but also
sheds light on the broader trends of e-commerce adoption in these regions. The study anticipates that the integration of even
more immersive technologies such as augmented reality (AR) and virtual reality (VR) will further blur the lines between digital
convenience and tangible luxury, suggesting a continued evolution of luxury tourism where technology enhances both the digital
and physical aspects of consumer experiences. AI and ML applications, such as chatbots for 24/7 customer service and predictive
analytics for tailoring travel recommendations, have greatly improved customer interaction and operational efficiencies. While
the industry benefits from technological advancements, there are ongoing challenges such as concerns over data privacy and the
need for constant updates to algorithms to keep pace with evolving market conditions. |
| format | Article |
| id | doaj-art-0847434f6a2240b6be2297d05635f006 |
| institution | Kabale University |
| issn | 2065-0817 2065-1198 |
| language | English |
| publishDate | 2024-09-01 |
| publisher | Editura Universităţii din Oradea |
| record_format | Article |
| series | Geo Journal of Tourism and Geosites |
| spelling | doaj-art-0847434f6a2240b6be2297d05635f0062025-02-04T07:30:03ZengEditura Universităţii din OradeaGeo Journal of Tourism and Geosites2065-08172065-11982024-09-015531345135310.30892/gtg.55335-1307REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORSMaria Nascimento CUNHA0Manuel PEREIRA1António CARDOSO2Jorge FIGUEIREDO3Isabel OLIVEIRA4Lusofona University, Intrepid Lab, Porto, Portugal, e-mail: maria14276@gmail.comPolytechnic Institute of Viana do Castelo, Viana do Castelo, Portugal, e-mail: msousa.manuel@gmail.comUniversity Fernando Pessoa, Business Sciences, Porto, Portugal, e-mail: ajcaro@ufp.edu.ptLusiada University, Economics and Business Sciences, Vila Nova de Famalicão, Portugal, e-mail: jorgefig85@gmail.comLusiada University, Economics and Business Sciences, Vila Nova de Famalicão, Portugal, e-mail: isabel.m.m.oliveira@gmail.comThis investigation aims to explore the profound impact of these technologies on marketing strategies within the luxury tourism and hospitality sectors in Portugal and Spain and to provide a comprehensive analysis of their role in enhancing service delivery and molding consumer behavior. Additionally, this research delves into the geographical patterns of online luxury hotel bookings, uncovering how regional economic conditions and cultural factors influence consumer behavior. Through a detailed quantitative examination of 2,048 survey responses, this study investigates how AI and ML technologies are employed to optimize digital marketing strategies, focusing particularly on the effectiveness of remarketing and retargeting tactics and their influence on consumer purchasing decisions. By analyzing the distribution of bookings across various districts in Portugal and Spain, the study highlights the disparities in economic prosperity and their correlation with the frequency and nature of luxury hotel stays. This geographical analysis not only provides insights into the current state of the luxury hospitality market but also sheds light on the broader trends of e-commerce adoption in these regions. The study anticipates that the integration of even more immersive technologies such as augmented reality (AR) and virtual reality (VR) will further blur the lines between digital convenience and tangible luxury, suggesting a continued evolution of luxury tourism where technology enhances both the digital and physical aspects of consumer experiences. AI and ML applications, such as chatbots for 24/7 customer service and predictive analytics for tailoring travel recommendations, have greatly improved customer interaction and operational efficiencies. While the industry benefits from technological advancements, there are ongoing challenges such as concerns over data privacy and the need for constant updates to algorithms to keep pace with evolving market conditions.https://gtg.webhost.uoradea.ro/PDF/GTG-3-2024/gtg.55335-1307.pdfartificial intelligencemachine learningmarketingtourismhospitality |
| spellingShingle | Maria Nascimento CUNHA Manuel PEREIRA António CARDOSO Jorge FIGUEIREDO Isabel OLIVEIRA REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORS Geo Journal of Tourism and Geosites artificial intelligence machine learning marketing tourism hospitality |
| title | REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORS |
| title_full | REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORS |
| title_fullStr | REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORS |
| title_full_unstemmed | REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORS |
| title_short | REVOLUTIONIZING LUXURY: THE ROLE OF AI AND MACHINE LEARNING IN ENHANCING MARKETING STRATEGIES WITHIN THE TOURISM AND HOSPITALITY LUXURY SECTORS |
| title_sort | revolutionizing luxury the role of ai and machine learning in enhancing marketing strategies within the tourism and hospitality luxury sectors |
| topic | artificial intelligence machine learning marketing tourism hospitality |
| url | https://gtg.webhost.uoradea.ro/PDF/GTG-3-2024/gtg.55335-1307.pdf |
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