The Role of Artificial Intelligence in Digital Marketing Process in Food and Beverage Package Sales at Holiday Inn Resort Baruna Bali

Sujiwa, I Putu Thomas (2024) The Role of Artificial Intelligence in Digital Marketing Process in Food and Beverage Package Sales at Holiday Inn Resort Baruna Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research explores the role of Artificial Intelligence (AI) in the digital marketing process of selling food and beverage packages at Holiday Inn Resort Baruna Bali. That background highlights the increasing focus of hotels on food and beverage offerings to attract guests and increase revenue, utilizing digital marketing strategies to reach a wider audience. AI has revolutionized marketing by improving customer interaction and ad management, offering benefits such as faster decision- making, increased personalization, improved efficiency, and increased customer engagement. In 2023, Holiday Inn Resort Baruna Bali launched several food and beverage packages with a total sale of 2,290 packages and t there are still very low sales of food and beverage packages. Despite the initial challenges, the resort's digital marketing strategy, which utilized AI, played a significant role in this success. Given the increasing number of internet users, a digital marketing strategy that incorporates AI is essential to achieve targeted results. This study aims to analyze the role of AI in digital marketing of food and beverage package sales and the specific strategies used to increase sales. Using interviews and semi-structured analysis based on Miles and Hubberman and SWOT analysis, the results show that AI significantly helps in the process of idea, creating, distribution, and evaluation using tools such as Google Analytics, Chat-GPT, and AI Adobe Photoshop. However, some AI tools such as HubSpot and Phrasee are still underutilized and Holiday Inn Resort Baruna Bali should adopt a growth-oriented strategy, leveraging strengths and opportunities to maximize growth potential and maintain a competitive advantage.

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