- Research Article
- 10.21303/2504-5571.2024.003665
Promoting tourism services through AI-driven social media marketing: a case for small businesses
- Nov 28, 2024
- EUREKA: Social and Humanities
- Zdenek Ostian
The article examines the role of modern digital tools, namely artificial intelligence and machine learning technologies, in promoting tourist services for small businesses on social media. The article highlights some of the problems and shortcomings, faced by entrepreneurs when promoting a tourism product in the digital landscape. Examples are given of how customer experience, reflected in social media, can be useful for increasing the popularity of small businesses and attracting new customers. The importance of active promotion of tourist products through social networks is considered, further emphasized by scientific research by domestic and foreign authors. A hypothesis regarding the importance of using social networks for advertising small businesses with limited budgets is formulated and tested. The article proposes a new approach to quantitative and qualitative assessment of social media activity for small businesses, which is based on a complex multifactorial indicator consisting of the number of publications in social media, the number of customer reviews and the rating by reviews. The effectiveness of utilizing marketing opportunities in social media to increase the value of services and profitability of small businesses in the tourism industry has been demonstrated based on a paired regression model. The study investigates how self-learning artificial intelligence digital systems can be used to enhance the productivity of small businesses in the tourism industry and which areas of interaction with consumers of a tourism product are of most interest to AI (artificial intelligence) developers. Based on the obtained results, practical recommendations are provided for preparing small business entities in the tourism sector for activity on social media using the opportunities arising from the development of artificial intelligence and machine learning technologies.
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