Predictive marketing and artificial intelligence: enhancing customer personalisation in the Maldives hotel sector
Rai, Sabita; Hawpe Liyanage, Thanuja Dilhani (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052716978
https://urn.fi/URN:NBN:fi:amk-2025052716978
Tiivistelmä
The study examines the deployment of artificial intelligence (AI) and predictive marketing in the Maldivian resort sector, where it looks into its influence on marketing performance and customer personalization. It also looks at how AI technologies are being used in marketing resorts and guest services, with a perspective of improving customer experience and levels of satisfaction.
To collect detailed data, the study used a mixed-method approach with a quantitative survey of 107 Maldivian resort and travel agency respondents and qualitative interviews of five hotel managers. Descriptive statistics were applied in the analysis of the survey data, while the responses to the interviews were coded thematically.
The findings suggest that, while AI utilization in Maldivian resorts is at an early stage, customer support chatbots, personalized content, and predictive analytics have increased customer interaction. However, some main barriers still exist, including high implementation cost, data privacy concerns, and inadequate technical skills.
The study indicates that AI has the potential to transform the resort business, provided these barriers are addressed and the human touch is maintained in interactions with the consumers.
To collect detailed data, the study used a mixed-method approach with a quantitative survey of 107 Maldivian resort and travel agency respondents and qualitative interviews of five hotel managers. Descriptive statistics were applied in the analysis of the survey data, while the responses to the interviews were coded thematically.
The findings suggest that, while AI utilization in Maldivian resorts is at an early stage, customer support chatbots, personalized content, and predictive analytics have increased customer interaction. However, some main barriers still exist, including high implementation cost, data privacy concerns, and inadequate technical skills.
The study indicates that AI has the potential to transform the resort business, provided these barriers are addressed and the human touch is maintained in interactions with the consumers.