The Mediating Role of Marketing Effectiveness in the Relationship between Artificial Intelligence and Destination Competitiveness

Abstract

From the beginning of Artificial Intelligence (AI) technologies, it has been classified into four categories; knowledge presentation and knowledge-based system, Machine Learning (ML), problem-solving, and distributed artificial intelligence. Nowadays (AI) has become one of the important technologies that help tourism industry, increasing competitiveness, achieving excellence in a changing and volatile labor market; AI also can achieve a competitive advantage by transforming the traditional seller’s market to a buyer’s market. The prime objective of this research is to illustrate the mediating role of marketing effectiveness in the relationship between artificial intelligence and tourism destination competitiveness. Questionnaires were distributed electronically and hard copy to employees in tourism and hospitality institutions such as airports, airlines, governmental tourism authorities and private tourism authorities by the researcher. 944 questionnaires were found usable for analysis. The results indicated that artificial intelligence affects positively both marketing effectiveness and tourism destination competitiveness. As well, the results highlighted that Marketing effectiveness mediates the relationship between artificial intelligence and tourism destination competitiveness.