Abstract
This study examines the impact of artificial intelligence (AI) marketing efforts on customers’ repurchase intention in the hotel industry, drawing on the Stimulus–Organism–Response (SOR) framework. As AI is increasingly integrated into hospitality services to enhance service delivery and customer engagement, understanding how AI-driven marketing efforts shape customer behavioral responses has become increasingly important. Data were collected from 275 customers with prior experience using hotel services in major cities in Vietnam and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that AI marketing efforts have a significant indirect effect on repurchase intention through brand experience and brand image, highlighting the mediating roles of these two constructs in explaining customers’ behavioral responses. The findings contribute to a better understanding of the mechanisms through which AI marketing efforts influence repurchase intention in the hotel context and provide practical implications for hotel managers seeking to leverage AI to enhance brand experience, strengthen brand image, and foster long-term customer relationships.
Keywords: AI marketing efforts, repurchase intention, brand experience, brand image, hotels.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
