Enhanced movie reservation system – a hybrid approach using knowledge graphs and generative AI

Purpose The purpose of this paper is to provide an effective and comprehensive solution in the form of a project-specific proof-of-concept for handling movie reservations by a hybridization of knowledge graphs (KGs) and large language model services. Design/methodology/approach The domain-specific scenario of movie reservations offers an interesting testbed for experimenting with master data management and semantic interoperability. While the authors describe a particular solution (for movie reservation systems), the principles and the proposed approach are domain-agnostic. Findings The proposed solution is more robust in terms of data quality than existing movie reservation systems: by retrieving some of the information from publicly available open data, they have a guarantee that this information is consistently validated and updated since it always refers to the same globally-identified entity made available partly for marketing purposes, partly for encyclopaedic sharing and business interchange. Research limitations/implications The research data were limited to only the movie domain. DBpedia is used as a core external data source, and it could affect the system’s availability. Another possible hindrance is the limited scope of the unstructured data integration – currently, only a small sample from movie blogs was considered. In addition to these technical constraints (i.e. the domain-specific scope, reliance on DBpedia and limited integration of unstructured content), a further area for improvement is the lack of a formal evaluation of the user impact, which is essential for supporting the generalizability of the findings. Practical implications By integrating advanced features like personalized recommendations and promotions, our reservation system enhances the overall customer experience from the very first point of contact, making the process of discovering, selecting and engaging with the movie experience in a more seamless and intuitive way. Originality/value In this study, by pursuing a federated knowledge base approach, they were able to show how the notion of servicescape can be supported by means of knowledge science as an alternative to the more traditional approaches popular in marketing, which mainly focus on environmental factors. The resulted servicescape is meant not for general aesthetically pleasing but to meet the personal needs and expectations.