Study of the target audience of events in the hotel business using artificial intelligence

This article explores the characteristics and theoretical aspects of analyzing the target audience for events in the hotel industry using artificial intelligence (AI). It emphasizes that the intensive penetration of AI into the socio-economic sphere determines the growing interest in its applied use for solving marketing tasks in business. It is highlighted that a particularly promising direction for the application of AI is the study of the target audience of events in the hotel business, as its implementation allows for the segmentation of consumers into groups and the prediction of their behavior, expectations, preferences, and habits. Subsequently, the conclusions and analysis of information obtained using AI facilitate decision-making regarding the forecasting, preparation, organization, and direct conduct of events in the hotel business. The study concludes that the results of using AI to study the target audience directly depend on the quality of information about them, which is a fundamental condition for effective event marketing. It is emphasized that AI becomes a tool in the hands of a professional marketer, allowing for the optimization of costs for conducting marketing research and information analysis.