This thesis examines the integration of behavioural science terminology and artificial intelligence (AI) in tourism marketing. The primary objective of this study is to identify and analyse the potential synergies between these interdisciplinary disciplines and investigate novel strategies for enhancing marketing campaigns and promoting sustainable tourism. The study employs a multi-method approach, including a comprehensive literature review, in-depth interviews with industry experts, and case studies of effective marketing campaigns that engage AI and behavioural science principles.
Tourism is a critical contributor to the global economy, accounting for an estimated 1-in-10 jobs worldwide. In the post-Covid era, the sector has experienced significant growth, leading to intense competition among tourism organizations and marketers seeking innovative and sophisticated marketing strategies to attract and retain customers.
A promising approach to enhance customer experiences and maximize marketing efforts is integrating behavioural science and artificial intelligence (AI) in tourism marketing, optimizing marketing activities' effectiveness. Behavioural science involves systematically studying and researching decision-making processes, cognitive biases, and social influences to understand consumer behaviour better, promote environmentally friendly options, and influence purchasing decision. Similarly, AI technologies, such as machine learning and natural language processing, hold the potential to revolutionize business operations and customer engagement. When applied to tourism marketing, combining behavioural science and AI can improve personalization, targeting, and customer interactions, resulting in higher satisfaction and loyalty.
Inhaltsverzeichnis (Table of Contents)
- Declaration
- Abstract
- Acknowledgments
- List of Tables
- List of Abbreviations
- Ontology Matrix
- 1.1 Background and Context
- 1.2. Research Aims and Objectives
- 1.3. Research Gaps
- 1.4. Scope and Limitations
- Literature Review
- 2.1. Artificial Intelligence in Tourism Marketing
- 2.2. The Role of Behavioural Science Language in Tourism Marketing
- 2.3. Literature Review from a Behavioural Science Point of View
- 2.4. Literature Review on Efficient Harnessing of AI in Tourism Marketing
- 2.5. Literature Review on the significance of AI and Behavioural Science Language in stimulating Tourism Marketing outcomes
- 2.6. Literature Review on Language and Communication in Tourism Marketing
- 2.7. Literature Review on theoretical framework for the integration of Behavioural Science Language and AI in Tourism Marketing
- 2.8. Theoretical Framework
- Methodology
- 3.1. Research Survey Design
- 3.2. Data Collection and Analysis
- 3.3. Ethical Considerations
- 3.4. Validity and Reliability
- Results
- 4.1. Overview of the Data
- 4.2. Behavioural Science Language Patterns in Tourism Marketing
- 4.3. The Role of Artificial Intelligence in Enhancing Behavioural Science Language
- 4.4. Impact on Customer Behaviour and Tourism Marketing Performance
- 4.5. Survey Conclusions
- Discussion
- 5.1. Interpretation of the Findings
- 5.2. Implications for Tourism Marketing Practice
- 5.3. Integration of Behavioural Science Language and Artificial Intelligence
- 5.4. Comparison with Previous Studies
- 5.5. Case Studies
- 5.6. Proposed New Theories
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis explores the integration of behavioural science language and artificial intelligence (AI) in tourism marketing. The primary objective of the study is to identify and analyse the potential synergies between these interdisciplinary disciplines and investigate novel strategies for enhancing marketing campaigns and promoting sustainable tourism.
- The intersection of behavioural science and AI in tourism marketing
- Effective strategies for enhancing tourism marketing campaigns
- Leveraging AI-powered tools for creating persuasive and targeted marketing messages
- The role of behavioural science in understanding consumer behaviour and decision-making
- The impact of behavioural science and AI on sustainable tourism growth
Zusammenfassung der Kapitel (Chapter Summaries)
The thesis commences with a thorough exploration of the background and context of the research, outlining its objectives, identified research gaps, and the scope and limitations of the study. The literature review delves into various aspects, encompassing AI's role in tourism marketing, the influence of behavioural science language on tourism marketing, and a comprehensive review of literature from a behavioural science perspective. The study examines the efficient utilization of AI in tourism marketing and investigates the significance of integrating AI and behavioural science language in stimulating tourism marketing outcomes. The literature review also explores language and communication in tourism marketing and establishes a theoretical framework for integrating behavioural science language and AI in this field.
The methodology chapter details the research survey design, data collection and analysis methods, ethical considerations, and the validity and reliability of the study. The results section presents an overview of the data, examines behavioural science language patterns in tourism marketing, and explores the role of AI in enhancing behavioural science language. This section also analyzes the impact on customer behaviour and tourism marketing performance, concluding with a summary of the survey findings.
The discussion chapter focuses on interpreting the findings, outlining implications for tourism marketing practice, exploring the integration of behavioural science language and AI, comparing the study with previous research, presenting case studies, and proposing new theories.
Schlüsselwörter (Keywords)
This research focuses on the intersection of artificial intelligence, behavioural science, and tourism marketing. Key concepts include: AI-powered tools, behavioural science language, consumer behaviour, marketing campaigns, sustainable tourism, targeted communication strategies, and personalized experiences.
- Quote paper
- Ray Tinston (Author), 2023, Leveraging Behavioural Science Language and Artificial Intelligence in Tourism Marketing, Munich, GRIN Verlag, https://www.grin.com/document/1371928
