The Mediating Role of Marketing Effectiveness in the Relationship between Artificial Intelligence and Destination Competitiveness
Ezzat, M., saeed farahat, E., Al-Romeedy, B. (2022). The Mediating Role of Marketing Effectiveness in the Relationship between Artificial Intelligence and Destination Competitiveness. EKB Journal Management System, 14(1), 113-129. doi: 10.21608/mjthr.2022.148266.1044
Mohamed Ezzat; eman mohamed saeed farahat; bassam Al-Romeedy. "The Mediating Role of Marketing Effectiveness in the Relationship between Artificial Intelligence and Destination Competitiveness". EKB Journal Management System, 14, 1, 2022, 113-129. doi: 10.21608/mjthr.2022.148266.1044
Ezzat, M., saeed farahat, E., Al-Romeedy, B. (2022). 'The Mediating Role of Marketing Effectiveness in the Relationship between Artificial Intelligence and Destination Competitiveness', EKB Journal Management System, 14(1), pp. 113-129. doi: 10.21608/mjthr.2022.148266.1044
Ezzat, M., saeed farahat, E., Al-Romeedy, B. The Mediating Role of Marketing Effectiveness in the Relationship between Artificial Intelligence and Destination Competitiveness. EKB Journal Management System, 2022; 14(1): 113-129. doi: 10.21608/mjthr.2022.148266.1044

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

Minia Journal of Tourism and Hospitality Research MJTHR
Volume 14, Issue 1, December 2022, Page 113-129  XML PDF (397.16 K)
Document Type: Original Article
DOI: 10.21608/mjthr.2022.148266.1044
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Authors
Mohamed Ezzatorcid 1; eman mohamed saeed farahat email 2; bassam Al-Romeedy3
1Head of Tourism Studies Department Minia University
2tourism department, faculty of tourism and hotels, minia university
3tourism studies, university of sadat city
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.
Keywords
Keywords: Artificial intelligence; marketing effectiveness,; destination competitiveness
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