استفاده از هوش مصنوعی و اینترنت اشیا در ایجاد دانش و تصمیم‌گیری منطقی بازاریابی برای بهبود عملکرد دفاتر خدمات مسافرتی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

2 دانشجوی دکتری گردشگری، دانشگاه علم و فرهنگ، تهران، ایران.

10.22034/jtd.2023.389389.2754

چکیده

با جهانی ‌شدن بازار، شرکت‌ها تلاش می‌کنند، با بهره‌گیری از فرایندهای گوناگون، عملکرد خود را بهبود بخشند. پیشرفت فنّاوری داده‌های بزرگ موجب شده شرکت‌های بازاریابی حجم زیادی از داده‌های مربوط به مشتریان خود را نگهداری کنند. ازاین‌رو، به شناخت بیشتر مشتریان توسط فنّاوری اطلاعات داده‌های بزرگ و به‌کارگیری نرم‌افزارهای پیچیده‌ٔ آماری برای تحلیل نیازهای گردشگران در دهه‌های اخیر توجه شده است. بنابراین، هدف پژوهش حاضر بررسی به‌کارگیری روش تجزیه‌وتحلیل داده‌های بزرگ، اینترنت اشیا و هوش مصنوعی به‌منظور بهبود عملکرد شرکت است. پژوهش حاضر از نوع کمّی و از لحاظ گردآوری داده‌ها پیمایشی است. جامعهٔ آماری پژوهش شرکت‌های گردشگری و مسافرتی مبتنی بر وب است که تعداد 384 نفر با استفاده از فرمول کوکران و به‌صورت در دسترس انتخاب شدند. روایی پژوهش عوامل به تأیید خبرگان رسید و به‌منظور تأیید پایایی پژوهش از آلفای کرونباخ بهره گرفته شد. یافته‌های پژوهش نشان داد، هوش مصنوعی و اینترنت اشیا در ایجاد دانش مشتری و دانش کاربر اثر مثبت و معناداری دارد. همچنین، ایجاد دانش مشتری، دانش کاربر از بازار خارجی، در تصمیم‌گیری منطقی بازاریابی و تصمیم‌گیری منطقی بازاریابی اثر مثبت و معناداری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Using artificial intelligence and big data-driven IoT to generate knowledge and make rational B2B marketing decisions to improve the performance of smart travel service bureaus.

نویسندگان [English]

  • Yazdan Shirmohammadi 1
  • Anahita Mohammadi 2
1 Associate Professor, Department of Business Management, Payame Noor University, Tehran, Iran
2 Doctoral Student of Tourism at the University of Science and Culture, Tehran, Iran.
چکیده [English]

With the globalization of the market, companies try to improve their performance by using different processes. The advancement of big data technology has caused marketing companies to store a large amount of data about their customers. Therefore, better understanding of customers by big data information technology and the use of complex statistical software to analyze the needs of tourists has been considered in recent decades. Therefore, the aim of this research is to investigate the use of big data analysis strategy, Internet of Things and artificial intelligence to improve the company's performance. The current research is quantitative in terms of data collection and survey. The statistical population of the research is web-based tourism and travel companies, 384 of whom were selected using Cochran's formula and available. The validity of the research factors was confirmed by experts and Cronbach's alpha was used to confirm the reliability of the research. The findings of the research showed that artificial intelligence and the Internet of Things have a positive and significant effect on the creation of customer knowledge and user knowledge. Also, the creation of customer knowledge, user knowledge of the foreign market has a positive and significant effect on the rational decision making of marketing and the rational decision making of marketing.

کلیدواژه‌ها [English]

  • Artificial Intelligence
  • Big Data
  • Internet of Things
  • Marketing
  • Tourism

مراجع

آهنگران، جعفر، شیرمحمدی، یزدان و کریمی، محمود (1401). به‌کارگیری استراتژی تجزیه‌و‌تحلیل داده‌های بزرگ و اینترنت اشیا جهت کسب مزیت رقابتی پایدار در سازمان‌های دولتی. مدیریت سازمان‌های دولتی، ۱۰(38)، 45-62. https://doi.org/10.30473/ipom.2022.62634.4532
احدیانی، منیژه، مسعودی، امیدعلی، ملائک، سیدمحمدباقر و مجیدی قهرودی، نسیم (1401). الگوسازی کاربرد ایمن و امن اینترنت اشیا در مدیریت صنعت هوایی ایران. مدیریت بحران، 11(21)، 163-175. https://doi.org/20.1001.1.23453915.1401.11.1.10.7
شیرمحمدی، یزدان و عطری، نفیسه (1400). اثر عوامل کششی و عوامل رانشی بازاریابی در جذب گردشگران سالخوردهٔ فرهنگی (موردمطالعه: گردشگران اروپایی). گردشگری فرهنگ، 2(5)، ۶۰-۴۹.  https://doi.org/10.22034/toc.2021.277507.1043
شیرمحمدی، یزدان و بستان‌منش، آرش (1400). تحلیل شناخت عوامل مؤثر در عملکرد کارکنان شرکت‏های خدماتی در استفاده از فنّاوری اطلاعات داده‏‌های بزرگ. سیاست‌نامهٔ علم و فنّاوری، ۱۱(3)، 24-43. https://doi.org/20.1001.1.24767220.1400.11.3.1.3
شیرمحمدی، یزدان و بستان‌منش، آرش (1401). طراحی مدل خرید مشتریان از فروشگاه‌های هوشمند در ایام کرونا با تأکید بر هوش مصنوعی. مطالعات مدیریت کسب‌وکار هوشمند، 10(40)، ۲۶۳-۲۳۳. https://doi.org/10.22054/ims.2021.61125.1969
شیرمحمدی، یزدان و محمدی، آناهیتا (1401). اثر بازاریابی واقعیت افزوده بر روی رفتار و تجربه‌های گردشگران در زمان اپیدمی کووید-19 (مورد مطالعه: اپلیکیشن تور مجازی موزهٔ ملی ایران). برنامه‌ریزی و توسعهٔ گردشگری، 11(41)، 171-200. https://doi.org/10.22080/jtpd.2022.22055.3610
Abrell, T., Pihlajamaa, M., Kanto, L., Vom Brocke, J., & Uebernickel, F. (2016). The role of users and customers in digital innovation: Insights from manufacturing firms. Information & Management, 53(3), 324-335. https://doi.org/10.1016/j.im.2015.12.005
Ahadiani, M., Masoudi, O., Malaek, S. M. B., & Majidi Gahroudi, N. (2022). Modeling the safe and secure use of the Internet of Things in the management of Iran's aviation industry. Emergency Management, 11(1), 163-175. https://doi.org/20.1001.1.23453915.1401.11.1.10.7 [In Persian]
Ahanghran, J., Shirmohammadi, Y., & Karimi, M. (2022). Applying Big Data Analysis and IoT Strategies to Achieve Sustainable Competitive Advantage in Public Organizations. Public Organizations Management, 10(38), 45-62. https://doi.org/10.30473/ipom.2022.62634.4532 [In Persian]
Bag, S., Wood, L. C., Xu, L., Dhamija, P., & Kayikci, Y. (2020). Big data analytics as an operational excellence approach to enhance sustainable supply chain performance. Resources, Conservation and Recycling, 153, 104559. https://doi.org/10.1016/j.resconrec.2019.104559
Bonnin, G., & Alfonso, M. R. (2019). The narrative strategies of technology brands. Journal of Business & Industrial Marketing, 34(7), 1448-1458. https://doi.org/10.1108/JBIM-03-2019-0112
Cabrera-Sánchez, J. P., & Villarejo-Ramos, Á. F. (2020). Acceptance and use of big data techniques in services companies. Journal of Retailing and Consumer Services, 52, 101888. https://doi.org/10.1016/j.jretconser.2019.101888
Car, T., Stifanich, L. P., & Šimunić, M. (2019). Internet of things (iot) in tourism and hospitality: Opportunities and challenges. Tourism in South East Europe, 5, 163-175.‏ https://doi.org/10.20867/tosee.05.42
Chae, H., Baek, M., Jang, H., & Sung, S. (2021). Storyscaping in fashion brand using commitment and nostalgia based on ASMR marketing. Journal of Business Research, 130, 462-472. https://doi.org/10.1016/j.jbusres.2020.01.004
Chintagunta, P., Hanssens, D. M., & Hauser, J. R. (2016). Marketing science and big data. Marketing Science, 35(3), 341-342. https://doi.org/10.1287/mksc.2016.0996
Choi, Y., Choi, M., Oh, M., & Kim, S. (2020). Service robots in hotels: understanding the service quality perceptions of human-robot interaction. Journal of Hospitality Marketing & Management, 29(6), 613-635. https://doi.org/10.1080/19368623.2020.1703871
Duan, Y., Edwards, J. S., & Dwivedi, Y. K. (2019). Artificial intelligence for decision making in the era of Big Data–evolution, challenges and research agenda. International Journal of Information Management, 48, 63-71. https://doi.org/10.1016/j.ijinfomgt.2019.01.021
Dubey, R., Gunasekaran, A., Childe, S. J., Blome, C., & Papadopoulos, T. (2019). Big data and predictive analytics and manufacturing performance: integrating institutional theory, resource‐based view and big data culture. British Journal of Management, 30(2), 341-361. https://doi.org/10.1111/1467-8551.12355
Falkenreck, C., & Wagner, R. (2017). The Internet of Things–Chance and challenge in industrial business relationships. Industrial Marketing Management, 66, 181-195. https://doi.org/10.1016/j.indmarman.2017.08.007
Ferenhof, H. A., Bonamigo, A., Rosa, L. G., & Vieira, T. C. (2022). Theoretical knowledge management framework focused on value co-creation. VINE Journal of Information and Knowledge Management Systems. https://doi.org/10.1108/VJIKMS-10-2021-0239
Fitzgerald, D. R., Mohammed, S., & Kremer, G. O. (2017). Differences in the way we decide: The effect of decision style diversity on process conflict in design teams. Personality and Individual Differences, 104, 339–344. https://doi.org/10.1016/j.paid.2016.08.030
Haenlein, M., & Kaplan, A. (2019). A brief history of artificial intelligence: On the past, present, and future of artificial intelligence. California Management Review, 61(4), 5-14. https://doi.org/10.1177/0008125619864925
Hamzah, M. L., Purwati, A. A., Sutoyo, S., Marsal, A., Sarbani, S., & Nazaruddin, N. (2022). Implementation of the internet of things on smart posters using near field communication technology in the tourism sector. Computer Science and Information Technologies, 3(3), 194-202.‏ https://doi.org/10.11591/csit.v3i3.p194-202
Jabbar, A., Akhtar, P., & Dani, S. (2020). Real-time big data processing for instantaneous marketing decisions: A problematization approach. Industrial Marketing Management, 90, 558-569. https://doi.org/10.1016/j.indmarman.2019.09.001
Jagtap, S., & Duong, L. N. K. (2019). Improving the new product development using big data: A case study of a food company. British Food Journal, 121(11), 2835-2848. https://doi.org/10.1108/BFJ-02-2019-009
Jiang, F., Wang, G., & Jiang, X. (2019). Entrepreneurial orientation and organizational knowledge creation: A configurational approach. Asia Pacific Journal of Management, 36(4), 1193-1219. https://doi.org/10.1007/s10490-018-9609-5
Kamp, B., & Parry, G. (2017). Servitization and advanced business services as levers for competitiveness. Industrial Marketing Management, 60. https://doi.org/10.1016/j.indmarman.2016.12.008
Kumar, V., Dixit, A., Javalgi, R. R. G., & Dass, M. (2016). Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing. Journal of the Academy of Marketing Science, 44(1), 24-45. https://doi.org/10.1007/s11747-015-0426-9
Lai, Z., & Yu, L. (2021). Research on digital marketing communication talent cultivation in the era of artificial intelligence. In Journal of Physics: Conference Series (Vol. 1757, No. 1, p. 012040). IOP Publishing. https://doi.org/10.1088/1742-6596/1757/1/012040
Lee, K., Yoo, J., Choi, M., Zo, H., & Ciganek, A. P. (2016). Does external knowledge sourcing enhance market performance? Evidence from the Korean manufacturing industry. Plos One, 11(12), e0168676. https://doi.org/10.1371/journal.pone.0168676.t002
Libai, B., Bart, Y., Gensler, S., Hofacker, C. F., Kaplan, A., Kötterheinrich, K., & Kroll, E. B. (2020). Brave new world? On AI and the management of customer relationships. Journal of Interactive Marketing, 51, 44-56. https://doi.org/10.1016/j.intmar.2020.04.002
Liu, Q., & Wei, Q. (2023). Computer-Aided Internet of Things System Structure for Urban Tourist Attractions.‏ https://doi.org/10.14733/cadaps.2023.S2.131-142
Lv, H., Shi, S., & Gursoy, D. (2022). A look back and a leap forward: a review and synthesis of big data and artificial intelligence literature in hospitality and tourism. Journal of Hospitality Marketing & Management, 31(2), 145-175. https://doi.org/10.1080/19368623.2021.1937434
Martínez, P., Martínez, J. L., Segura-Bedmar, I., Moreno-Schneider, J., Luna, A., & Revert, R. (2016). Turning user generated health-related content into actionable knowledge through text analytics services. Computers in Industry, 78, 43-56. https://doi.org/10.1016/j.compind.2015.10.006
McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining customer experience insights that matter. Journal of Service Research, 22(1), 8–26. https://doi.org/10.1177/1094670518812182
Paiola, M., & Gebauer, H. (2020). Internet of things technologies, digital servitization and business model innovation in BtoB manufacturing firms. Industrial Marketing Management, 89, 245-264. doi.org/10.1016/j.indmarman.2020.03.009
Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in marketing. Journal of Business & Industrial Marketing, 34(7), 1410-1419. https://doi.org/10.1108/JBIM-10-2018-0295
Pedeliento, G., Andreini, D., Bergamaschi, M., & Salo, J. (2018). End users’ purchasing task involvement, power and influence strategies in organizational buying. Journal of Business & Industrial Marketing, 34(1), 150-165. https://doi.org/10.1108/JBIM-01-2018-0037
Rymaszewska, A., Helo, P., & Gunasekaran, A. (2017). IoT powered servitization of manufacturing–an exploratory case study. International Journal of Production Economics, 192, 92-105. https://doi.org/10.1016/j.ijpe.2017.02.016
Saqafi, F., Hourali, M., & Eslami, M. (2021). Designing the Local Framework for Evaluating Knowledge Management Maturity. BI Management Studies, 9(35), 129-154. https://doi.org/10.22054/IMS.2020.47401.1613
Shaikh, S. (2022). Internet of Things: Designing Digital Eco-Systems for Competitive Tourism Related Micro and Small Enterprises in Pakistan. In Technology Application in Tourism in Asia (pp. 349-365). Springer, Singapore. https://doi.org/10.1007/978-981-16-5461-9_21
Sharma, S., & Saini, H. (2019). A novel four-tier architecture for delay aware scheduling and load balancing in fog environment. Sustainable Computing: Informatics and Systems, 24, 100355.‏ https://doi.org/10.1016/j.suscom.2019.100355
Shirmohammadi, Y., & Abyaran, P. (2019). The influence of spiritual experience on the brand of religious place. International journal of Tourism, Culture & Spirituality, 4(1), 33-55. https://doi.org/10.22133/ijts.2019.95829
Shirmohammadi, Y., & Atri, N. (2021). The effect of traction factors and marketing drive factors on attracting older cultural tourists (Case study of European tourists). Tourism of Culture, 2(5), 49-60. https://doi.org/10.22034/toc.2021.277507.1043 [In Persian]
Shirmohammadi, Y., & Bostanmanesh, A. (2021). Factor recognition analysis on the performance of employees of service companies in the use of big data information technology. Science and Technology Policy Letters, 11(3), 24-43. https://doi.org/20.1001.1.24767220.1400.11.3.1.3 [In Persian]
Shirmohammadi, Y., & Bostanmanesh, A. (2022). Designing a model for customers to buy from smart stores in the days of Corona with an emphasis on artificial intelligence. Business Intelligence Management Studies, 10(40), 233-263. https://doi.org/10.22054/ims.2021.61125.1969 [In Persian]
Shirmohammadi, Y., & Hashemi Baghi, Z. (2021). The Effect of Literary Tourism on Increasing Re-Visits to Tourism Destinations through Spirituality and Authenticity. International journal of Tourism, Culture & Spirituality, 5(1), 13-36. https://doi.org/10.22133/ijts.2021.136615
Shirmohammadi, Y., & Mohammadi, A. (2022). The effect of augmented reality marketing on the behavior and experiences of tourists during the Quaid 19 epidemic (case study of the virtual tour application of the National Museum of Iran). Journal of Tourism Planning and Development, 11(41), 171-200. https://doi.org/10.22080/jtpd.2022.22055.3610 [In Persian]
Shirmohammadi, Y., Abyaran, P. (2020). Brand Image of Mystical Spiritual Tours and Tourists’ Satisfaction and Quality of Life. International journal of Tourism, Culture & Spirituality, 4(2), 165-195. https://doi.org/10.22133/ijts.2019.188946.1036
Sun, Z., Sun, L., & Strang, K. (2018). Big Data Analytics Services for Enhancing Business Intelligence. Journal of Computer Information Systems, 58(2), 162–169. https://doi.org/10.1080/08874417.2016.1220239
Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism. Annals of Tourism Research, 81, 102883. https://doi.org/10.1016/j.annals.2020.102883
Wamba, S. F., Gunasekaran, A., Akter, S., Ren, S. J. F., Dubey, R., & Childe, S. J. (2017). Big data analytics and firm performance: Effects of dynamic capabilities. Journal of Business Research, 70, 356-365. https://doi.org/10.1016/j.jbusres.2016.08.009
Willson, R. D., & Bettis-Outland, H. (2019). Can artificial neural network models be used to improve the analysis of marketing research data? Journal of Business & Industrial Marketing, 35(3), 495-507. https://doi.org/10.1108/JBIM-01-2019-0060
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018). Brave new world: service robots in the frontline. Journal of Service Management, 29(5), 907-931. https://doi.org/10.1108/JOSM-04-2018-0119

فایل ها

هم رسانی

ارجاع به این مقاله

آمار