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

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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。

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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!

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来源期刊

Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

3.10

自引率

17.60%

发文量

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.