The role of artificial intelligence, marketing strategies, and organizational capabilities in organizational performance: The moderating role of organizational behavior

Abstract

Currently, artificial intelligence and marketing strategies have become significant factors for improving the business capabilities that lead to improved business performance. Thus, the current study investigates the impacts of artificial intelligence and marketing strategies on the organizational performance of the tourism industry in the UAE. The present study also examines the mediating role of organizational capabilities in linking artificial intelligence, marketing strategies, and organizational performance of the tourism industry in the UAE. The analysis of the moderating impact of organizational behavior on the links between artificial intelligence, marketing strategies, and organizational performance are also part of the current study’s goals. This study used questionnaires to collect primary data from the respondents and analyzed it using Smart-PLS. The results indicated that artificial intelligence and marketing strategies have a positive association with the organizational performance of the tourism industry in the UAE. The outcomes also revealed that organizational capabilities positively mediate the links between artificial intelligence, marketing strategies, and organizational performance. The findings also demonstrated that organizational behavior significantly moderates the links between artificial intelligence, marketing strategies, and organizational performance of the tourism industry in the UAE. This study is relevant for regulators in supporting policy development related to artificial intelligence and marketing strategies for high organizational performance.