Artificial Intelligence Adoption in Marketing and Its Influence on Customer Experience in Selected Five-Star Hotels in Pasay City, Philippines

AUTHOR(S)

RODOLF CHRISTIAN GOMEZ MILLETE DELOS SANTOS CHARLENE JOY DICO ROMMEL CONSTANTINO JOHN CARLO ORACION

ABSTRACT

—— The rapid advancement of Artificial Intelligence (AI) has transformed marketing practices in the hospitality industry, particularly in luxury hotels where personalized services and customer-centric strategies are critical. This study examined the extent of Artificial Intelligence adoption in marketing and its influence on customer experience in selected five-star hotels in Pasay City, Philippines. A quantitative research design was employed using a structured survey questionnaire administered to hotel guests and marketing managers. Descriptive statistics and Structural Equation Modeling (SEM) were used to analyze the data. Findings revealed that AIdriven marketing tools, including chatbots, recommendation systems, and data-driven personalization, significantly influenced customer satisfaction, perceived service quality, and loyalty intentions. The study concludes that AI adoption enhances customer experience and provides competitive advantages to luxury hotels. Practical implications for hotel managers and recommendations for future research are discussed. Keywords — Artificial Intelligence, Marketing, Customer Experience, Hospitality Industry, Five-Star Hotels, Philippines