Integrating sensory marketing with artificial intelligence in hospitality: a future research agenda
本文通过文献综述，识别了酒店业感官营销面临的挑战，并概念化人工智能如何优化感官线索、测量消费者感知等，为提升顾客体验和运营效率提出未来研究方向。
Purpose This study aims to address the crossover application of sensory marketing (SM) and artificial intelligence (AI) within the hospitality industry. Design/methodology/approach Through an extensive literature review, this study identified contemporary issues in SM, including challenges related to atmospheric and sensory cues, (in)congruence, multi-sensory cues, perception, sensations and sensory overload. These themes are particularly relevant considering the growing importance of personalisation and real-time optimisation in the industry. This study then conceptualised how AI solutions address these challenges in hospitality and management contexts. Findings The findings highlight AI’s potential to optimise sensory cues, ensure internal validity in congruence studies, enhance the study of multi-sensory cues in digital environments, accurately measure consumer perceptions, decode subconscious sensory experiences and dynamically adjust sensory stimulation to avoid overload. Originality/value This study proposes research propositions and future research avenues, emphasising the opportunities for developing innovative strategies that enhance consumers’ experiences and operational efficiencies in the hospitality sector by integrating SM and AI.