Chapter 1 The role of AI powered digital marketing analytics in the tourism industry
DOI: 10.23912/9781915097859-6102 | ISBN: 9781915097859 |
Published: June 2025 | Component type: chapter |
Published in: Artificial Intelligence (AI) in Tourism, Hospitality and Events | Parent DOI: 10.23912/9781915097859-5932 |
Abstract
Marketing analytics is defined as “the study of data and modelling tools used to address marketing resource and customer-related business decisions” (Iacobucci et al., 2019, p. 155). Digital marketing analytics include core elements such as marketing analytics value, marketing metrics, and big data. These elements of digital marketing analytics have a wide range of outcomes, including enhanced customer experience, optimized marketing decision-making processes, maximized return on investment, and improved predictive analytics (Iacobucci et al., 2019). With the increasing digital interactions and digital platforms, a new generation of consumers has increased demands for virtual interactions. Human interactions are revolutionised through human-like anthropomorphized robotics and chatbot interactions (Fatima et al., 2024). The proliferation of digital interactions has profoundly influenced the inclinations and anticipations of the contemporary consumer generation. An extraordinary increase in the demand for virtual interactions has been observed as consumers become more digitally interconnected, which generate big data and demand specialized marketing analytics (Kumar et al., 2021). One crucial factor that significantly contributes to this phenomenon is the widespread adoption of AI in social media platforms and online communication channels.
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Contributors
- Imran Maqbool Khan, Birmingham City University (Author) https://orcid.org/0009-0001-9199-7381
- Mohsin Abdur Rehman, University of Oulu (Author) https://orcid.org/0000-0002-1044-4487
- Bruna Menegon Ianicelli, University of Wolverhampton (Author) https://orcid.org/0009-0008-8973-6300
For the source title:
- Roya Rahimi, Reader in Marketing and Leisure Management , University of Wolverhampton, Business School, UK (Editor) https://orcid.org/0000-0001-7520-3273
- Nikolaos Stylos, Associate Professor (Reader) in Marketing and Digital Innovation , University of Bristol, UK (Editor) https://orcid.org/0000-0003-1626-0088
- Professor Eva M. Navarro-López, Full Professor, School of Interactive Games and Media , Golisano College of Computing and Information Sciences, Rochester Institute of Technology, USA (Editor) https://orcid.org/0000-0001-8762-6943
- Professor Prashant Pillai MBE, Pro Vice-Chancellor for Research and Knowledge Exchange, , University of Wolverhampton, UK (Editor) https://orcid.org/0000-0002-5314-5030
Cite as
Khan, Rehman & Ianicelli, 2025
Khan, I.M., Rehman, M.A. & Ianicelli, B.M. (2025) "Chapter 1 The role of AI powered digital marketing analytics in the tourism industry" In: Rahimi, R., Stylos, N., Navarro-López, P.E.M., MBE, P.P.P. & , (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781915097859-6102
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