مرور سیستماتیک بازاریابی گردشگری هوشمند با تاکید بر هوش مصنوعی
محورهای موضوعی : مربوط به گردشگری
الهام عباسی ورکی
1
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رقیه گودرزوند چگینی
2
,
محمدرضا سیدهاشمی تولون
3
,
میلاد ابوالقاسمیان
4
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نسرین رجبی
5
1 - دکتری، رشته جغرافیا، گروه جغرافیای انسانی و آمایش، دانشکده علوم زمین، دانشگاه شهید بهشتی، تهران، ایران.
2 - دانشجوی دکتری، رشته جغرافیا، گروه جغرافیای انسانی و برنامه ریزی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران
3 - استادیار، رشته مهندسی صنایع، گروه مدیریت، دانشکده علوم انسانی، موسسه آموزش عالی سهروردی، قزوین، ایران.
4 - استادیار، رشته مهندسی صنایع، گروه مدیریت، دانشکده علوم انسانی، موسسه آموزش عالی سهروردی، قزوین، ایران.
5 - دانشجوی ارشد، رشته مدیریت بازرگانی، گروه مدیریت، دانشکده علوم انسانی، موسسه آموزش عالی سهروردی، قزوین، ایران.
کلید واژه: مرور سیستماتیک, بازاریابی, گردشگری هوشمند, همتای دیجیتال, هوش مصنوعی,
چکیده مقاله :
بیانیه پیتر دراکر"هدف هر سازمانی جلب رضایت مشتری است" نقل قول معروفی در ادبیات بازاریابی است. در صنعت گردشگری، رضایت گردشگران به‌طور سنتی با درجه لذت کلی گردشگر در نتیجه برآورده کردن خواسته‌ها، انتظارات و نیازهای آنها سنجیده می‌شود. با توسعه ربات ها، هوش مصنوعی و اتوماسیون های هوشمند و استفاده از آنها در سفر، گردشگری و هتلداری موضوع رضایت مشتری را تغییر داده است. بنابراین این پژوهش می کوشد با مرور سیستماتیک مقاله های 10 سال اخیر اطلاعات دقیقی در مورد چگونگی تأثیر هوش مصنوعی بر بازاریابی آینده در حوزه گردشگری هوشمند ارائه نماید.
پایه های کلیدی بازاریابی شرکت های گردشگری هوشمند شامل: قیمت گذاری هوشمند در بازاریابی، بازاریابی از طریق رفتارشناسی کاربران با هوش مصنوعی، بازاریابی متاورسی، توسعه بازاریابی گردشگری با هوش مصنوعی، آینده بازاریابی گردشگری، تبلیغات در بازاریابی گردشگری هوشمند با هوش مصنوعی، برنامه های کاربردی هوش مصنوعی در بازاریابی گردشگری هوشمند، اینفلوئنسرهای هوش مصنوعی در بازاریابی، همتای دیجیتال در بازاریابی گردشگری هوشمند، بازاریابی گردشگری هوشمند مبتنی بر وسایل نقلیه هوشمند، بازاریابی گردشگری هوشمند در دنیای مجازی، مسائل حریم خصوصی در دنیای هوش مصنوعی که از بررسی بیش از صد مقاله استخراج گردیده و نشان از گسترش هوش مصنوعی در حوزه بازاریابی گردشگری هوشمند است.
در نتیجه الگوریتم‌های هوش مصنوعی امکان ایجاد کمپین‌های بازاریابی بسیار شخصی‌سازی شده در حوزه گردشگری را فراهم نموده است. آنها حجم وسیعی از داده های ترجیحات فردی، رفتارها و تعاملات گذشته را تجزیه و تحلیل می کنند تا پیام ها، محصولات و پیشنهاداتی متناسب با هر مصرف کننده را ارائه دهند. تجزیه و تحلیل مبتنی بر هوش مصنوعی بینش‌های بلا‌درنگ را با توجه به گرایش ها، ترجیحات و احساسات مصرف کننده در اختیار بازاریابان قرار می‌دهد.
The conversation around customer satisfaction has evolved with the development of robots, artificial intelligence, and intelligent automation, particularly in their application within travel, tourism, and hospitality. In this regard, this research aims to provide detailed information about the impact of artificial intelligence on future marketing in the field of smart tourism by systematically reviewing articles from the last 10 years. The key foundations identified in the marketing of smart tourism companies include smart pricing strategies, marketing through user behavior with artificial intelligence, Metaverse marketing, and the development of tourism marketing with AI. Additionally, the study explores the future of tourism marketing in a world influenced by artificial intelligence, advertising strategies in smart tourism marketing, applications of AI in this sector, and the role of AI influencers. The review of over a hundred articles has also highlighted privacy issues in the realm of artificial intelligence. As a result, artificial intelligence algorithms have enabled the creation of highly personalized marketing campaigns in tourism. These algorithms analyze vast amounts of data regarding individual preferences, behaviors, and past interactions to deliver messages, products, and offers tailored to each consumer. Consequently, marketing content becomes uniquely applicable to each user.
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