This research introduces the GAI Marketing Model, a comprehensive conceptual framework for understanding and applying generative artificial intelligence (GAI) within marketing, specifically in the hospitality and tourism sectors. Building on existing classifications of GAI, this model incorporates critical elements such as adoption factors, marketing stages, and downstream outcomes. The framework offers a structured approach to exploring GAI’s potential to transform marketing strategies by enhancing personalization, improving customer engagement, and optimizing decision-making processes. The GAI Marketing Model synthesizes elements of technology, marketing theory, and consumer psychology, offering crucial insights that are instrumental for researchers and practitioners seeking to harness GAI for competitive advantage. Additionally, the model underscores the importance of ethical considerations and regulatory compliance, thereby ensuring that the integration of GAI into marketing practices remains both efficacious and responsible. This study establishes a foundational framework for future research, emphasizing the interdisciplinary scope of GAI’s influence on marketing strategies and practices

中文翻译：

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GAI 营销模型：概念框架和未来研究方向


本研究介绍了 GAI 营销模型，这是一个全面的概念框架，用于在营销中理解和应用生成式人工智能 （GAI），特别是在酒店和旅游领域。该模型基于现有的 GAI 分类，结合了采用因素、营销阶段和下游结果等关键要素。该框架提供了一种结构化的方法，通过增强个性化、提高客户参与度和优化决策流程来探索 GAI 转变营销策略的潜力。GAI 营销模型综合了技术、营销理论和消费者心理学的元素，为寻求利用 GAI 获得竞争优势的研究人员和从业者提供了重要的见解。此外，该模型强调了道德考虑和监管合规的重要性，从而确保将 GAI 整合到营销实践中既有效又负责任。本研究为未来的研究建立了一个基础框架，强调了 GAI 对营销策略和实践影响的跨学科范围