Leveraging ChatGPT and Digital Marketing for Enhanced Customer Engagement in the Hotel Industry

Introduction And Background Of The Study

ChatGPT represents a groundbreaking AI technology with vast capabilities that can revolutionize customer interactions across social media platforms (Dwivedi, Yogesh, et al, 2023) . This state-of-the-art language model is incredibly versatile, capable of being fine-tuned for diverse functions, including elevating customer service, crafting engaging content, developing chatbots, conducting sentiment analysis, and gathering valuable data (Mondal & Vrana, 2023). Effective customer engagement is crucial for establishing lasting relationships with customers and driving business growth (Kim, Lee & Kim, 2020). ChatGPT can play a significant role in analyzing customer engagement in digital marketing to improve overall effectiveness (Jabeen, Zaidi, & Dhaheri, 2022). The recent extensive global embrace of ChatGPT has showcased its remarkable versatility, exemplified by its application in a wide array of fields, such as software development and testing, creation, essay writing, drafting business letters, and even generating contracts. (Metz, 2022; Reed, 2022; Tung, 2023). However, it has also raised a number of concerns related to the difficulty in differentiating human versus AI authorship within hotel industry and renewed debate on the role of traditional human endeavours (Else, 2023). These challenges arise because ChatGPT can be finds extensive application in natural language processing tasks, encompassing activities like generating text, translating languages, and providing answers to a wide range of questions, which in turn results in both favorable and detrimental consequences (Dwivedi,Yogesh K.,et al, 2023). In hotel industry, customer service with satisfaction are the paramount to the success and reputation of any establishment . Guests who feel well-cared for and have their needs met are more likely to return and recommend the hotel to others. Furthermore these guest which helps build brand loyalty.By harnessing the power of ChatGPT and employing effective digital marketing strategies, hotels can deliver personalized experiences, enhance customer satisfaction, and foster brand loyalty (Haleem, Javaid & Singh, 2022). To ensure high levels of customer service and satisfaction, hotels must invest in staff training, prioritize guest feedback, and constantly strive to improve their services (Anabila, Ameyibor, Allan & Alomenu, 2022). Ultimately, in the hotel industry, exceptional customer service and guest satisfaction are the cornerstones of long-term success. Additionally, embracing technology solutions, such as guest experience management software and online feedback platforms, can help hotels gather valuable insights and address guest needs more effectively (Vujić, ĐorĎević & Lakićević, 2019). But there are challenges that need to be addressed for more effective implementation to improving customer engagement in the hotel industry through digital marketing is a complex endeavor that requires a deep understanding of both technology and customer behavior. While ChatGPTand digital marketing can be provide personalized responses but the level of personalization may not always meet customer expectations especially in the context of hotel industry (Gursoy & Song, 2023). Customer expectations play a crucial role in shaping their overall experience in the hotel industry (Abdelkader, 2023). Furthermore this ChatGPT and digital marketing involves various channels, such as social media. Implementing ChatGPT and digital marketing with these paths for a cohesive and consistent customer experience can be challenging (Ausat, Azzaakiyyah, Permana, Riady & Suherlan, 2023).