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Impact of Artificial Intelligence Enabled Marketing Strategies on Performance of MICE Hotels

In: Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

Author

Listed:
  • Jatin Vaid

    (Vivekananda Institute of Professional Studies – TC, Associate Professor, School of Business Studies)

Abstract

The present study is empirical in nature and adopts a descriptive design. It studies the responses of 248 senior management employees of 10 MICE hotels in Delhi to analyze the impact of Artificial Intelligence based marketing strategies adopted by MICE hotels in the city of Delhi, on their performance. The marketing strategies are measured through the seven Ps of Marketing Mix, and performance is measured in terms of the four components of Balanced Scorecard Model, namely, Financial, Customer, Internal business process; and Learning & growth dimensions. Structured Equation Modeling is used to analyze causal relationship between AI – enabled marketing strategies and performance of MICE hotels. Hotels, being an integral part of the tourism industry are observed to focus on Artificial intelligence based technological solutions to formulate and execute their marketing strategies to enhance their MICE tourism performance. The results of the study show that AI enabled marketing strategies have a significant positive impact on performance of MICE hotels, with promotion strategies having the highest impact, followed by product, place, and people strategies. The study is particularly of importance at the strategic level for tourism ministry, and leadership management of MICE hotels, as it uncovers deep insights on employing AI based marketing strategies to optimize holistic performance, and encourage hotels to grow their MICE business. Deployment of technology in formulation of marketing strategies helps hotels to predict tourist behaviour and create customized and lasting experience for their business clients.

Suggested Citation

  • Jatin Vaid, 2026. "Impact of Artificial Intelligence Enabled Marketing Strategies on Performance of MICE Hotels," Advances in Economics, Business and Management Research, in: Kirti Sharma & Shiv S. Tripathi & Neetu Yadav (ed.), Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), pages 183-203, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-608-1_11
    DOI: 10.2991/978-94-6239-608-1_11
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