What the paper studied
This paper conducted a comprehensive review of existing research on artificial intelligence (AI) applications in marketing, tourism, hospitality, information technology, and behavioral science. It focused on how AI-enabled technologies—such as AI chatbots, robots, and virtual or voice assistants—affect consumer engagement, emotions, experiences, and psychological factors in service settings. The authors developed a theoretical framework connecting AI technologies to consumer behaviors and strategic outcomes in tourism and hospitality.
Key findings
- AI technologies can enhance consumer engagement by creating more interactive and personalized experiences.
- Emotional responses and anthropomorphism (attributing human traits to AI) play important roles in how consumers relate to AI-enabled services.
- Self-congruity, or the alignment between consumer self-image and AI interactions, influences satisfaction and loyalty.
- These intermediate factors impact strategic behaviors such as information seeking and sharing, brand relationships, value co-creation, and overall psychological well-being.
- The framework integrates insights from multiple disciplines to provide a holistic view of AI's role in service marketing.
Why it matters for hospitality
AI is rapidly transforming how hospitality businesses interact with guests. Understanding the psychological and behavioral effects of AI tools helps hotels and service providers design better digital experiences that foster engagement and loyalty. This research highlights the importance of emotional connection and perceived human-like qualities in AI interactions, which can improve guest satisfaction and brand relationships. It also points to the potential for AI to support value co-creation and enhance guests' well-being, key goals for hospitality operators.
Practical takeaways
- Invest in AI technologies that offer personalized, engaging, and emotionally resonant guest interactions, such as AI chatbots and virtual assistants.
- Design AI interfaces that encourage anthropomorphism to build stronger emotional bonds with guests.
- Align AI service experiences with guests' self-image to increase satisfaction and loyalty.
- Use AI to facilitate information sharing and co-creation of value with guests, enhancing their overall experience.
- Monitor psychological and subjective well-being outcomes to ensure AI implementations positively impact guest perceptions.
- Consider interdisciplinary insights when adopting AI to fully leverage its benefits in hospitality marketing and service delivery.