Abstract
The purpose of this study is to investigate which opportunities and threats the use of Artificial Intelligence (AI) and Internet of Things (IoT) may have in relation to the multisensory brand experiences of guests in 4- and 5- star hotels. The reason is that digital experiences have become an important issue in the hotel industry. At the same time, an increasing number of high-end hotels have developed sophisticated multisensory strategies to generate multisensory brand experiences of their guests during their stay. To answer our research question, we carried out two studies, i.e. interviews and an internet survey. Our findings show that both hotel managers and guests seem to believe that the application of IoTs may stimulate guests’ sensory experiences and increase their satisfaction and loyalty. Nevertheless, we demonstrate that the different digital tools available on the market need to be carefully analyzed (e.g. SWOT) in view of their potential impact on customers’ sensory experiences prior to their implementation. Limitations and avenues for further research are given.
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Pelet, JE., Lick, E., Taieb, B. (2019). Internet of Things and Artificial Intelligence in the Hotel Industry: Which Opportunities and Threats for Sensory Marketing?. In: Martínez-López, F., Gázquez-Abad, J., Roggeveen, A. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-18911-2_20
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