Análisis de la influencia del proceso de aplicación de inteligencia artificial en las estrategias de marketing de los hoteles: un caso de estudio en Colombia
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Fecha
2024
Autores
Polo Rodriguez, Claudet Ivón
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Esta investigación se enfocó en el análisis de la implementación de la inteligencia
artificial (IA) en las estrategias de marketing de los hoteles en Colombia. Se
identificaron las tecnologías de IA utilizadas, se describieron los beneficios
obtenidos y se determinaron los desafíos y obstáculos enfrentados.
El estudio se fundamentó en teorías sobre la IA y su aplicación en el marketing,
resaltando a la IA como una herramienta fundamental para analizar datos, identificar
patrones y personalizar experiencias. Esto permite a los hoteles adaptarse a las
demandas cambiantes del mercado, ofreciendo servicios personalizados y
mejorando la eficiencia operativa. La IA facilita respuestas rápidas a los clientes
mediante chatbots y asistentes de voz, incrementando la satisfacción del huésped.
La metodología del estudio tuvo un enfoque cualitativo, utilizando fuentes primarias
y secundarias de información. Se realizaron revisiones literarias y entrevistas con
profesionales de los hoteles investigados. La técnica de recolección de datos incluyó
el uso de plataformas digitales para recopilar información relevante. Se seleccionó
una muestra de 4 hoteles en Colombia que ya han implementado tecnologías de IA
en sus operaciones de marketing. Este enfoque permitió obtener una visión integral
de la situación actual y los impactos de la IA en el sector hotelero.
Los resultados del estudio evidenciaron que la IA ofrece numerosos beneficios en
el sector hotelero. Estos incluyen una mayor personalización y comprensión de las
necesidades del cliente, la automatización de tareas repetitivas, el incremento en la
productividad y la eficiencia, así como la reducción de costos asociados a errores
humanos. La implementación de IA ha permitido a los hoteles ofrecer experiencias
más personalizadas y mejorar el servicio en función de la calidad, lo que se traduce
en una mayor satisfacción y fidelización del cliente.
Un ejemplo de esto es el uso de chatbots que permiten a los hoteles atender
consultas y resolver problemas de los huéspedes de manera rápida y eficiente, sin
necesidad de intervención humana. Además, los sistemas de recomendación
basados en IA pueden analizar el comportamiento y las preferencias de los clientes
para ofrecer sugerencias personalizadas, mejorando la experiencia del huésped y
fomentando la lealtad.
Sin embargo, también se identificaron varios desafíos y obstáculos. La falta de
conocimientos digitales avanzados entre el personal del hotel, la ausencia de
medidas de ciberseguridad adecuadas y el miedo al cambio son barreras
significativas. La implementación de IA también puede llevar a una reducción en los
puestos de trabajo debido a la automatización de tareas, lo que genera
preocupación entre los empleados.
El estudio concluye que la IA tiene un impacto relevante en las estrategias de
marketing de los hoteles en Colombia, ofreciendo ventajas competitivas y
mejorando la eficiencia operativa. No obstante, para aprovechar plenamente estos
beneficios, es crucial abordar los desafíos relacionados con la capacitación del
personal, la seguridad de los datos y la gestión del cambio. Se recomienda a los
hoteles desarrollar programas de formación continua y establecer políticas robustas
de ciberseguridad para mitigar los riesgos asociados con la implementación de IA.
Las recomendaciones incluyen la necesidad de aumentar la capacitación en
digitalización para el personal del hotel, mejorar las medidas de ciberseguridad y
fomentar una cultura de innovación que facilite la acogida de nuevas tecnologías.
Además, es esencial que los hoteles mantengan un enfoque dirigido al cliente,
utilizando la IA para personalizar las experiencias y mejorar la interacción con los
huéspedes. Esto no solo aumentará la satisfacción del cliente, sino que también
puede conducir a una mayor fidelización y una ventaja competitiva sostenible en el
mercado.
Finalmente, es importante que los hoteles colaboren con expertos en IA y tecnología
para mantenerse actualizados sobre las últimas innovaciones y tendencias. Esto
permitirá a los hoteles no solo implementar las mejores prácticas en el uso de IA,
sino también anticiparse a futuros desarrollos y mantenerse a la vanguardia en un
sector tan competitivo como el hotelero.
This research focused on analyzing the implementation of artificial intelligence (AI) in the marketing strategies of hotels in Colombia. The AI technologies used were identified, the benefits obtained were described, and the challenges and obstacles faced were determined. The study was based on theories about AI and its application in marketing, highlighting AI as a fundamental tool for analyzing data, identifying patterns, and personalizing experiences. This allows hotels to adapt to changing market demands, offering personalized services and improving operational efficiency. AI facilitates quick responses to customers through chatbots and voice assistants, increasing guest satisfaction. The study's methodology had a qualitative approach, using primary and secondary sources of information. Literature reviews and interviews with professionals from the investigated hotels were conducted. The data collection technique included the use of digital platforms to gather relevant information. A sample of 4 hotels in Colombia that have already implemented AI technologies in their marketing operations was selected. This approach provided a comprehensive view of the current situation and the impacts of AI in the hotel sector. The study's results showed that AI offers numerous benefits in the hotel sector. These include greater personalization and understanding of customer needs, automation of repetitive tasks, increased productivity and efficiency, and reduced costs associated with human errors. Implementing AI has enabled hotels to offer more personalized experiences and improve service quality, resulting in greater customer satisfaction and loyalty. An example of this is the use of chatbots that allow hotels to handle guest inquiries and resolve issues quickly and efficiently without human intervention. Additionally, AI-based recommendation systems can analyze customer behavior and preferences to offer personalized suggestions, enhancing the guest experience and fostering loyalty. However, several challenges and obstacles were also identified. The lack of advanced digital knowledge among hotel staff, the absence of adequate cybersecurity measures, and the fear of change are significant barriers. Implementing AI can also lead to a reduction in jobs due to task automation, causing concern among employees. The study concludes that AI has a significant impact on the marketing strategies of hotels in Colombia, offering competitive advantages and improving operational efficiency. However, to fully leverage these benefits, it is crucial to address challenges related to staff training, data security, and change management. It is recommended that hotels develop continuous training programs and establish robust cybersecurity policies to mitigate the risks associated with implementing AI. The recommendations include the need to increase digitalization training for hotel staff, improve cybersecurity measures, and foster a culture of innovation that facilitates the adoption of new technologies. Additionally, it is essential for hotels to maintain a customer-focused approach, using AI to personalize experiences and improve interaction with guests. This will not only increase customer satisfaction but also lead to greater loyalty and a sustainable competitive advantage in the market. Finally, it is important for hotels to collaborate with AI and technology experts to stay updated on the latest innovations and trends. This will enable hotels not only to implement best practices in using AI but also to anticipate future developments and stay at the forefront in a highly competitive sector like hospitality.
This research focused on analyzing the implementation of artificial intelligence (AI) in the marketing strategies of hotels in Colombia. The AI technologies used were identified, the benefits obtained were described, and the challenges and obstacles faced were determined. The study was based on theories about AI and its application in marketing, highlighting AI as a fundamental tool for analyzing data, identifying patterns, and personalizing experiences. This allows hotels to adapt to changing market demands, offering personalized services and improving operational efficiency. AI facilitates quick responses to customers through chatbots and voice assistants, increasing guest satisfaction. The study's methodology had a qualitative approach, using primary and secondary sources of information. Literature reviews and interviews with professionals from the investigated hotels were conducted. The data collection technique included the use of digital platforms to gather relevant information. A sample of 4 hotels in Colombia that have already implemented AI technologies in their marketing operations was selected. This approach provided a comprehensive view of the current situation and the impacts of AI in the hotel sector. The study's results showed that AI offers numerous benefits in the hotel sector. These include greater personalization and understanding of customer needs, automation of repetitive tasks, increased productivity and efficiency, and reduced costs associated with human errors. Implementing AI has enabled hotels to offer more personalized experiences and improve service quality, resulting in greater customer satisfaction and loyalty. An example of this is the use of chatbots that allow hotels to handle guest inquiries and resolve issues quickly and efficiently without human intervention. Additionally, AI-based recommendation systems can analyze customer behavior and preferences to offer personalized suggestions, enhancing the guest experience and fostering loyalty. However, several challenges and obstacles were also identified. The lack of advanced digital knowledge among hotel staff, the absence of adequate cybersecurity measures, and the fear of change are significant barriers. Implementing AI can also lead to a reduction in jobs due to task automation, causing concern among employees. The study concludes that AI has a significant impact on the marketing strategies of hotels in Colombia, offering competitive advantages and improving operational efficiency. However, to fully leverage these benefits, it is crucial to address challenges related to staff training, data security, and change management. It is recommended that hotels develop continuous training programs and establish robust cybersecurity policies to mitigate the risks associated with implementing AI. The recommendations include the need to increase digitalization training for hotel staff, improve cybersecurity measures, and foster a culture of innovation that facilitates the adoption of new technologies. Additionally, it is essential for hotels to maintain a customer-focused approach, using AI to personalize experiences and improve interaction with guests. This will not only increase customer satisfaction but also lead to greater loyalty and a sustainable competitive advantage in the market. Finally, it is important for hotels to collaborate with AI and technology experts to stay updated on the latest innovations and trends. This will enable hotels not only to implement best practices in using AI but also to anticipate future developments and stay at the forefront in a highly competitive sector like hospitality.
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Palabras clave
Inteligencia artificial, Marketing, Automatización, Estrategias, Tecnología
