The Impact of Artificial Intelligence on the Marketing Performance of Tourism and Hospitality Businesses

Abstract

This study examines the impact of artificial intelligence (AI) on marketing innovation and marketing performance. It also explores how marketing innovation affects marketing performance and investigates the mediating role of marketing innovation in the relationship between AI and marketing performance. To analyze survey responses from 398 employees at travel agencies in Egypt and Saudi Arabia, the researchers utilized PLS-SEM and WarpPLS 7.0 statistical software. The results indicate that AI positively influences both marketing innovation and marketing performance. Moreover, marketing innovation positively impacts marketing performance and partially mediates the relationship between AI and marketing performance. These findings provide valuable insights for tourism and hospitality businesses aiming to utilize AI for improved marketing results and sustained growth in a highly competitive market.