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Original scientific paper

Generative AI in Hotel Marketing – A Reality Check

Sofia Almeida orcid id ; Universidade Europeia and Research Hub, CETRAD - Europeia, Universidade de Trás os Montes e Alto Douro, Portugal *
Stanislav Ivanov orcid id ; Department of Tourism, Varna University of Management, Varna, Bulgaria and Zangador Research Institute, Varna, Bulgaria

* Corresponding author.

Full text: english pdf 462 Kb

page 422-455

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This paper verifies the capacity of generative AI (ChatGPT in particular) to design a marketing strategy for a hotel by using the example of a 5-star property in the centre of Lisbon. The indicative solutions and reflexive tactics suggested by Dwivedi et al. (2023) were used to develop the prompts based on which ChatGPT designed the hotel's marketing strategy. The proposed approach incorporates the marketing mix elements, including digital marketing tips, the competitive set definition, a name for a marketing campaign, a logo, identification of an appropriate partner and suggested cross-selling actions. This is one of the first attempts to utilise generative AI to design a marketing strategy for a product/service. The findings of this research verify the previous assumption that ChatGPT can write it!


generative AI, hotel marketing, 5-star hotel, ChatGPT

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