GenerativeAI 在酒店营销中的应用

IF 2 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Tourism Pub Date : 2024-05-13 DOI:10.37741/t.72.3.10
S. Almeida, Stanislav Ivanov
{"title":"GenerativeAI 在酒店营销中的应用","authors":"S. Almeida, Stanislav Ivanov","doi":"10.37741/t.72.3.10","DOIUrl":null,"url":null,"abstract":"This paper verifies the capacity of generative AI (ChatGPT in particular) to design a marketing strategy for a hotel by using the example of a 5-star property in the centre of Lisbon. The indicative solutions and reflexive tactics suggested by Dwivedi et al. (2023) were used to develop the prompts based on which ChatGPT designed the hotel's marketing strategy. The proposed approach incorporates the marketing mix elements, including digital marketing tips, the competitive set definition, a name for a marketing campaign, a logo, identification of an appropriate partner and suggested cross-selling actions. This is one of the first attempts to utilise generative AI to design a marketing strategy for a product/service. The findings of this research verify the previous assumption that ChatGPT can write it!","PeriodicalId":46641,"journal":{"name":"Tourism","volume":null,"pages":null},"PeriodicalIF":2.0000,"publicationDate":"2024-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Generative\\nAI in Hotel Marketing\",\"authors\":\"S. Almeida, Stanislav Ivanov\",\"doi\":\"10.37741/t.72.3.10\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This paper verifies the capacity of generative AI (ChatGPT in particular) to design a marketing strategy for a hotel by using the example of a 5-star property in the centre of Lisbon. The indicative solutions and reflexive tactics suggested by Dwivedi et al. (2023) were used to develop the prompts based on which ChatGPT designed the hotel's marketing strategy. The proposed approach incorporates the marketing mix elements, including digital marketing tips, the competitive set definition, a name for a marketing campaign, a logo, identification of an appropriate partner and suggested cross-selling actions. This is one of the first attempts to utilise generative AI to design a marketing strategy for a product/service. The findings of this research verify the previous assumption that ChatGPT can write it!\",\"PeriodicalId\":46641,\"journal\":{\"name\":\"Tourism\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.0000,\"publicationDate\":\"2024-05-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Tourism\",\"FirstCategoryId\":\"1092\",\"ListUrlMain\":\"https://doi.org/10.37741/t.72.3.10\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism","FirstCategoryId":"1092","ListUrlMain":"https://doi.org/10.37741/t.72.3.10","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0

摘要

本文以里斯本市中心的一家五星级酒店为例,验证了生成式人工智能(尤其是 ChatGPT)为酒店设计营销策略的能力。Dwivedi 等人(2023 年)提出的指示性解决方案和反思性策略被用于开发提示,ChatGPT 在此基础上设计了酒店的营销策略。建议的方法结合了营销组合要素,包括数字营销提示、竞争集定义、营销活动名称、徽标、确定合适的合作伙伴以及建议的交叉销售行动。这是利用生成式人工智能为产品/服务设计营销战略的首次尝试之一。这项研究的结果验证了之前的假设,即 ChatGPT 可以编写!
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Generative AI in Hotel Marketing
This paper verifies the capacity of generative AI (ChatGPT in particular) to design a marketing strategy for a hotel by using the example of a 5-star property in the centre of Lisbon. The indicative solutions and reflexive tactics suggested by Dwivedi et al. (2023) were used to develop the prompts based on which ChatGPT designed the hotel's marketing strategy. The proposed approach incorporates the marketing mix elements, including digital marketing tips, the competitive set definition, a name for a marketing campaign, a logo, identification of an appropriate partner and suggested cross-selling actions. This is one of the first attempts to utilise generative AI to design a marketing strategy for a product/service. The findings of this research verify the previous assumption that ChatGPT can write it!
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
Tourism
Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
3.10
自引率
17.60%
发文量
0
审稿时长
24 weeks
期刊介绍: Journal TOURISM is an international academic and professional quarterly which welcomes articles on various aspects of travel and tourism. Th e journal emphasises the broadness and interrelatedness of the tourism sector. Manuscripts submitted to the Journal can be processed quickly if they are prepared according to the following guidelines. Manuscripts will be returned to the author with a set of instructions if they are not submitted according to our style guide. No contribution will be accepted which has been published elsewhere, unless it is specifi cally invited or agreed by the Editor.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信