...Anil Bilgihan; Melanie P. Lorenz; Ye Zhang; Massimiliano (Max) Ostinelli Purpose This paper reconceptualizes persuasion in hospitality marketing in response to the growing role of artificial intelligence ( AI ) agents that curate, filter and increasingly autonomously book hospitality services...

...Yogesh K. Dwivedi; Mohamed Youssef Ibrahim Helal; Ibrahim A. Elgendy; Mousa Ahmed Albashrawi; Laurie Hughes; Mazen Shawosh; Vincent Dutot; Il Jeon Purpose Artificial intelligence ( AI ) agents and agentic systems have the potential to transform the tourism and hospitality (T&H) industry...

... and the strategic mechanisms through which it can be cultivated and measured. Specifically, going beyond traditional strategies, this paper attempts to explain the concept of customer loyalty in the era of new technologies, especially AI agents, underscore its criticality and outline effective strategies for its...