The Impact of Artificial Intelligence Driven Tourism Social Media, Corporate Image and Perceived Value on Tourist Loyalty in Hotel Industry

Retaining tourist loyalty is a top priority for the hotel industry in today's competitive tourism and hospitality business environment.Numerous scholars postulate that effective social media engagement and repositioning of hotels with a positive corporate image is crucial for the post-pandemic revival of the hotel industry.Despite the growing interest in integration of artificial intelligence (AI) with social media engagement and corporate image to enhance the perceived value of tourists and generate loyalty in the hospitality industry, empirical evidence linking these constructs is still limited.The objective of this current study is to investigate the effect of social media engagement, corporate image, and perceived value on tourists' loyalty to the hotel industry in Malaysia.Using the quantitative methodology, the result from the structural equation modeling (SEM) using Smart-PLS suggests that social media engagement does not have a direct positive impact on tourist loyalty.However, social media engagement influences tourist loyalty through the mediating effect of perceived value in the hotel industry.While perceived value and corporate image show a direct positive impact on tourist loyalty.Corporate image through the mediating effect of perceived value was found to have substantial effect on tourist loyalty intention towards the hotel.