Empowered by artificial intelligence (AI), luxury tourism and hospitality brands are increasingly using personalized recommendations as a novel approach to engage customers in the pre-purchase phase. While considerable research exists on customers’ post-purchase responses to luxury tourism products, their psychological states driven by personalized recommendations during the pre-purchase stage are not well understood. Differing from traditional marketing strategies, personalized recommendations impart implicit social labels, often exclusive to the customers. Therefore, personalized luxury cues in tourism products, driven by AI, significantly contribute to customers’ positive self-perception due to their scarcity and exclusivity, further influencing their psychological states such as life satisfaction. Drawing upon self-perception theory, three scenario-based experiments across various tourism contexts were conducted to investigate this effect. Results reveal that personalized recommendations for luxury (vs. ordinary) tourism products can enhance customers’ life satisfaction by fostering perceived future self-growth. However, this positive effect is less pronounced under user-based recommendation framing.

中文翻译：

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在豪华旅游营销中，通过 AI 驱动的个性化豪华推荐提高客户的生活满意度


在人工智能 （AI） 的支持下，豪华旅游和酒店品牌越来越多地使用个性化推荐作为一种新颖的方法，在购买前阶段吸引顾客。虽然对客户购买后对豪华旅游产品的反应进行了大量研究，但他们在购买前阶段由个性化推荐驱动的心理状态尚不清楚。与传统营销策略不同，个性化推荐赋予了隐含的社交标签，通常是客户独有的。因此，由人工智能驱动的旅游产品中的个性化奢侈品线索由于其稀缺性和排他性而显着促进了客户积极的自我认知，进一步影响了他们的生活满意度等心理状态。借鉴自我感知理论，在各种旅游背景下进行了三个基于情景的实验来研究这种影响。结果显示，对豪华（相对于普通）旅游产品的个性化推荐可以通过促进感知到的未来自我成长来提高客户的生活满意度。但是，在基于用户的推荐框架下，这种积极影响不太明显。