The Mediating Role of Marketing Effectiveness in the Relationship between Artificial Intelligence and Destination Competitiveness
| المصدر: | مجلة المنيا لبحوث السياحة والضيافة |
|---|---|
| الناشر: | جامعة المنيا - كلية السياحة والفنادق |
| المؤلف الرئيسي: | Mohamed, Mohamed Ezzat (Author) |
| مؤلفين آخرين: | Farahat, Eman Mohamed Saed Mohamed (Co-Author) , Al-Romeedy, Bassam Samir Abdelhamid Hassan (Co-Author) |
| المجلد/العدد: | مج14, ع1 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2022
|
| الشهر: | ديسمبر |
| الصفحات: | 113 - 129 |
| ISSN: |
2357-0652 |
| رقم MD: | 1425035 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Artificial Intelligence | Marketing Effectiveness | Destination | Competitiveness
|
| رابط المحتوى: |
عدد مرات التحميل
7
| المستخلص: |
Artificial Intelligence (AI) technologies have been classified into four categories since their inception: information presentation and knowledge-based systems, Machine Learning (ML), problem-solving, and distributed artificial intelligence. Nowadays, artificial intelligence (AI) has emerged as one of the most important technologies for assisting the tourism industry in increasing competitiveness and achieving excellence in a changing and volatile labor market; AI can also achieve a competitive advantage by transforming the traditional seller into a buyer's market. The prime objective of this research is to illustrate the mediating role of marketing effectiveness in the relationship between artificial intelligence and tourism destination competitiveness. Questionnaires were distributed electronically and hard copy to employees in tourism and hospitality institutions such as airports, airlines, governmental tourism authorities and private tourism authorities by the researcher. 944 questionnaires were found usable for analysis. The results indicated that artificial intelligence affects positively both marketing effectiveness and tourism destination competitiveness. As well, the results highlighted that Marketing effectiveness mediates the relationship between artificial intelligence and tourism destination competitiveness |
|---|---|
| ISSN: |
2357-0652 |
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