REDEFINING CONSUMER ENGAGEMENT - THE IMPACT OF AI AND MACHINE LEARNING ON MARKETING STRATEGIES IN TOURISM AND HOSPITALITY

Aug 3, 2026

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This article systematically examines how Artificial Intelligence (AI) and Machine Learning (ML) reshape marketing strategies and consumer engagement in tourism and hospitality. A quantitative design supports the analysis through cluster analysis to interpret complex multivariate data with a data-driven, rigorous lens. Using the k-means clustering algorithm, the study identifies distinct patterns in consumer behavior and preferences, demonstrating how AI and ML can enable more effective and personalized engagement. Findings emphasize AI/ML as a key driver for transforming marketing approaches and improving consumer experiences, while noting ethical considerations for trust and transparency.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages8

Reading Time20 min

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Introduction

Materials and Methods

REDEFINING CONSUMER ENGAGEMENT: THE IMPACT OF AI AND MACHINE LEARNING ON MARKETING STRATEGIES IN TOURISM AND HOSPITALITY Maria Nascimento CUNHA* ISEC Lisboa-Higher Institute of Education and Sciences of Lisbon, Marketing Department; CIAC-Centro de Investigação em Artes e Comunicação, Lisboa, Portugal, [e-mail : maria.cunha@iseclisboa.pt](e-mail : maria.cunha@iseclisboa.pt) Manuel PEREIRA Polytechnic Institute of Viana do Castelo, Viana do Castelo, Portugal, [e-mail: msousa.manuel@gmail.com](e-mail: msousa.manuel@gmail.com) António CARDOSO University Fernando Pessoa, Business Sciences, Porto, Portugal, [e-mail: ajcaro@ufp.edu.pt](e-mail: ajcaro@ufp.edu.pt) Jorge FIGUEIREDO Lusiada University, Economics and Business Sciences, Vila Nova de Famalicão, Portugal, e-mail: [jorgefig85@gmail.com](jorgefig85@gmail.com) Isabel OLIVEIRA Lusiada University, Economics and Business Sciences, Vila Nova de Famalicão, Portugal, e-mail: [isabel.m.m.oliveira@gmail.com](isabel.m.m.oliveira@gmail.com) Citation: Cunha, M.N., Pereira, M., Cardoso, A., Figueiredo, J. & Oliveira, I. (2024) . REDEFINING CONSUMER ENGAGEMENT: THE IMPACT OF AI AND MACHINE LEARNING ON MARKETING STRATEGIES IN TOURISM AND HOSPITALITY. Geojournal of Tourism and Geosites, 53(2), 514–521. [https://doi.org/10.30892/gtg.53214-1226](https://doi.org/10.30892/gtg.53214-1226) Abstract: This article aims to systematically investigate and elucidate the transformative effects of Artificial Intelligence (AI) and Machine Learning (ML) on marketing strategies and consumer engagement within the tourism and hospitality industries. The research methodology employed in this article encompasses a quantitative approach, underpinned by the use of cluster analysis to categorize and interpret complex multivariate data. This methodological framework is chosen to provide a rigorous, data-driven examination of the impacts of Artificial Intelligence (AI) and Machine Learning (ML) on marketing strategies and consumer behavior in the tourism and hospitality industry. The results of this investigation reveal significant insights into the application of Artificial Intelligence (AI) and Machine Learning (ML) in enhancing marketing strategies within the tourism and hospitality sectors. Through the application of the k-means clustering algorithm to the collected dataset, distinct patterns of consumer behavior and preferences have emerged, underscoring the potential of AI and ML to revolutionize marketing approaches and consumer engagement. The findings from this research underscore the pivotal role of Artificial Intelligence (AI) and Machine Learning (ML) in transforming marketing strategies and enhancing consumer engagement within the tourism and hospitality industries. The utilization of cluster analysis, specifically the k-means algorithm, has facilitated a deeper understanding of consumer behavior patterns, leading to several key conclusions. Keywords: artificial intelligence, machine learning, web marketing, tourism, hospitality * * * * * * INTRODUCTION In the rapidly evolving digital era, the intersection of Artificial Intelligence (AI) and Machine Learning (ML) with marketing strategies emerges as a transformative force, particularly within the tourism and hospitality sectors. This article embarks on a meticulous exploration of the profound impacts that AI and ML technologies wield on marketing paradigms and consumer engagement (Dumitriu and Popescu, 2020; Grandinetti, 2020; Lies, 2019) . Leveraging quantitative methodologies, it delves into the nuanced intricacies of cluster analysis, a technique pivotal for discerning the patterns that intricately connect consumers and technologies in the digital marketplace (Theodoridis and Gkikas, 2019; Shahid and Li, 2019) . The advent ofAI and ML in marketing is not merely an advancement; it signifies a paradigm shift, offering unprecedented insights into consumer behavior and preferences. The research meticulously applies the k-m

FAQs

What is the main purpose of the study?

The study aims to systematically investigate how AI and ML transform marketing strategies and consumer engagement in tourism and hospitality.

Which methodology is used to analyze the data?

The research uses a quantitative approach based on cluster analysis, specifically applying the k-means algorithm to multivariate data.

What key findings does the article report?

The results show distinct consumer behavior and preference patterns, indicating that AI and ML can meaningfully enhance marketing strategies through more targeted engagement.

Aug 3, 2026

Upload by Noah