Use of social networks by destination marketing organizations

In the current scenario, the role of artificial intelligence is becoming crucial as it can perform challenging tasks and actions with less time and more accuracy. There is a need for more extensive research in the domain of artificial intelligence in the hospitality and tourism industry. Hence, this study investigates the impact of artificial intelligence and robotics on the employment and skill requirements of the hospitality and tourism workforce. This study also uses AI and robotics to enhance the personalized customer experience. Researchers employed a systematic literature review and applied the PRISMA technique to present an extensive and in-depth analysis of existing research on adopting AI and robotics in the tourism and hospitality industry. This research will also help managers focus on digital marketing and promote artificial intelligence's role. Further research should investigate the 'digitalization' of guest experience and quality of services in hospitality and tourism.

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Commercial aspects of personal branding of athletes on social networks

Dašić¹,

Ratković²,

Pavlović³

2021

Marketing

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The subject of this paper is the influence of social networks on the personal branding of athletes. The goal is to point out the importance of social networks in the process of personal branding of athletes. A responsible personality marketing management enables athletes to continue their successful careers even after the end of their engagement in sport. Social networks have an increasingly important role in this because they are also a measure of the influence of athletes, which can be quantified by the number of followers on social networks such as Facebook, Twitter, Instagram, etc. Some athletes earn more from their sponsorship agreements and activities on social network sin which they promote a certain brand than from professional contracts and salaries in their clubs. In the context of the topic of this paper, social networks can be viewed in two ways, as a means of improving the image of athletes, and as a tool that athletes use to promote brands. In the first case, the basic outcome is their higher commercial value, while in the second, the commercial effects are reflected in the earnings from brand promotion. This paper shows the connection between social networks, famous athletes, marketing tools applied in personal branding and commercial effects on that basis. The basic assumption that the commercial effects of personal branding of athletes can be successfully realized in the environment of social networks is confirmed.

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Use of social networks by destination marketing organizations

Cited by 3 publications

References 28 publications

Diving into the technology: a systematic literature review on strategic use of chatbots in hospitality service encounters

Diving into the technology: a systematic literature review on strategic use of chatbots in hospitality service encounters

Understanding the Impact of Artificial Intelligence and Robotics in the Tourism and Hospitality Industry Through Customer Experience

Commercial aspects of personal branding of athletes on social networks

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