INNOVATIVE AND SUSTAINABLE PATHWAYS IN HOSPITALITY AND TOURISM BUSINESSES: HOW AI, DIGITAL INNOVATION, AND ORGANIZATIONAL AGILITY ENHANCE MARKETING PERFORMANCE

The study aims to investigate how artificial intelligence (AI) influences marketing performance in the hospitality and tourism sector, both directly and indirectly, through the mediating roles of digital innovation and organizational agility. The research employed a quantitative approach, with data collected from marketing professionals working in five-star hotels across Saudi Arabia. A total of 692 questionnaires were distributed, yielding 448 valid responses. The findings confirmed that AI has a strong positive effect on marketing performance, while also significantly enhancing digital innovation and organizational agility. In turn, both innovation and agility were found to exert substantial positive effects on marketing performance. Mediation analysis further revealed that digital innovation and organizational agility partially mediate the link between AI and marketing performance. This study contributes to the theoretical literature by integrating the Resource-Based View (RBV) and Dynamic Capabilities Theory, showing how AI functions simultaneously as a strategic resource and as a capability enabler. The originality of the research lies in empirically validating a comprehensive model that explains the mechanisms through which AI enhances marketing performance in the hospitality and tourism context. Practically, the results provide actionable insights for managers by highlighting the necessity of embedding AI adoption within innovation practices and agile processes to achieve sustainable marketing advantages.