ARTIFICIAL INTELLIGENCE IN PUBLIC RELATIONS AND EFFECTS ON ACCOMMODATION ESTABLISHMENTS’ MANAGEMENT PERFORMANCE

Abstract

The study focused on the application of artificial intelligence (AI) in public relations and effect on accommodation establishments‘ services and management performance. This is motivated by the fact that accommodation establishments in Nigeria face several public relations challenges, including service automation, brand and reputation management, crisis communication, prompt
handling of customer complaints, and competitive positioning. The specific objectives were to: evaluate the influence of AI service automation tools, sentiment analysis tool, chatbot visual assistant tool, and algorithm as public relations‘ tools for enhanced accommodation establishments‘ services and corporate performance. The Survey research design was adopted in this study. The simple random sampling technique and purposive sampling technique was used in the data collection. The data obtained for the study were analyzed with the Multiple Linear Regression with the aid of statistical package for social science (SPSS) version 21. Results obtained reveal that the application of AI automation tools, sentiment analysis, chatbot visual assistants, and algorithm as public relations tool did not significantly enhance accommodation establishments‘ services and management performance.