HOSPITALITY AND TOURISM MARKETING IN AN ARTIFICALLY INTELLIGENT WORLD

Yıl 2024, Cilt: 2 Sayı: 1, 51 - 72, 30.01.2024

Seden Doğan , Sinan Baran Bayar

Öz

Peter Drucker’s statement that “the purpose of any organization is to satisfy the customer” is a well-known quote in marketing literature. In the hospitality industry, tourist satisfaction has traditionally been measured by the degree of overall pleasure or happiness experienced by the tourist, resulting from meeting their demands, expectations, and needs. With the development of robots, artificial intelligence (AI), and service automation (RAISA), and their use in travel, tourism, and hospitality, the conversation around customer satisfaction has shifted. The introduction of RAISA has allowed businesses, particularly in the hotel and tourism industries, to streamline their operations, reduce costs, increase productivity, and improve the efficiency and reliability of their services. Self-service technologies and service automation have long been used in airports, hotels, and other establishments to improve customer experience, reduce wait times, and lower operational costs. As a result, an increasing number of hospitality companies are investing in technology to enhance the efficiency and dependability of their services to meet these demands. Many companies in the travel and hospitality industries are increasingly relying on automation to improve productivity and provide services with minimal human intervention. Hotels and travel companies have round-the-clock customer support available to assist guests with their needs. Self-service tools have become available, making it easy to make reservations and perform other tasks without the need to speak to a live representative. Moreover, the economy will increasingly include AI, and this will diminish the need for humans as service providers. The hospitality and tourism industry will benefit greatly from the use of marketing automation. This paper provides detailed information on how AI affects future marketing efforts.

Anahtar Kelimeler

Artificial intelligence, marketing efforts, Hospitality, Tourism Companies

YAPAY ZEKALI DÜNYADA TURİZM PAZARLAMASI

Öz

Peter Drucker'ın "her organizasyonun amacının müşteriyi memnun etmek olduğu" ifadesi, pazarlama literatüründe önemini korumaktadır. Konaklama sektöründe, turist memnuniyeti geleneksel olarak turistin yaşadığı genel tatmin veya mutluluk derecesiyle ölçülmüştür. Bu durum da turistlerin taleplerini, beklentilerini ve ihtiyaçlarını karşılama sonucunda ortaya çıkmaktadır. Robotlar, yapay zeka ve hizmet otomasyonunun (RAISA) gelişimi ve seyahat, turizm ve konaklama sektörlerinde kullanılmaya başlanmasıyla, müşteri memnuniyetiyle ilgili geleneksel düşünceler değişiklik göstermiştir. RAISA'nın tanıtımı, özellikle otel ve turizm sektörlerinde, işletmelerin operasyonlarını düzenlemelerine, maliyetleri azaltmalarına, verimliliği artırmalarına, hizmetlerinin etkinliğini ve güvenilirliğini iyileştirmelerine olanak tanımıştır. Havaalanlarında, otellerde ve diğer kuruluşlarda uzun süredir müşteri deneyimini geliştirmek, bekleme sürelerini azaltmak ve operasyonel maliyetleri düşürmek için hizmet teknolojileri ve hizmet otomasyonu kullanılmaktadır. Bu nedenle, birçok konaklama şirketi, bu talepleri karşılamak için hizmetlerinin etkinliğini ve güvenilirliğini artırmak amacıyla teknolojiye yatırım yapmaktadır. Seyahat ve konaklama sektöründeki birçok şirket, üretkenliği artırmak ve insan müdahalesini minimumda tutarak hizmet sunmak için otomasyona daha fazla güvenmektedir. Oteller ve seyahat şirketleri, misafirlerin ihtiyaçlarına yardımcı olmak için 7/24 müşteri desteği sunmaktadır. Öz hizmet araçları kullanıma sunulmuş, rezervasyon yapmak ve diğer görevleri gerçek bir temsilciye başvurmadan gerçekleştirmek kolay hale gelmiştir. Dahası, ekonomi giderek daha fazla yapay zeka içerecek ve bu da insanları hizmet sağlayıcı olarak ihtiyaç azaltacaktır. Konaklama ve turizm endüstrisi, pazarlama otomasyonunun kullanımından büyük ölçüde faydalanacaktır. Bu makalenin amacı, yapay zekanın gelecekteki pazarlama çabalarını nasıl etkilediği konusunda detaylı bir içerik ve bilgi sağlamaktır.

Anahtar Kelimeler

Yapay Zeka, Pazarlama, Otelcilik, Turizm İşletmeleri

Kaynakça

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