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All Journal Multifinance Toplama
Yuyun Yuniarsih
Universitas Sangga Buana YPKP
Humanities Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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UTILIZATION OF ARTIFICIAL INTELLIGENCE IN TOURISM MARKETING MANAGEMENT OF PALEMBANG CITY TO ENHANCE DESTINATION COMPETITIVENESS Sri Wahyuni; Yuyun Yuniarsih; Anggita Rismayanti; Fikry Fathurrahman
Multifinance Vol. 3 No. 2 (2025): Multifinance
Publisher : PT. Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/mfc.v3i2.436

Abstract

This study examines the utilization of Artificial Intelligence (AI) in tourism marketing management to enhance the competitiveness of Palembang City as a tourist destination. The main issue addressed is the lack of innovation in marketing strategies, which have not been adaptive to technological advancements. The objective of this research is to identify how AI implementation can optimize destination promotion and attract more tourists. The research was conducted in Palembang City using a qualitative descriptive method. Data collection techniques included interviews, observations, and document analysis involving tourism stakeholders. The results of the study indicate that the use of AI-based tools such as chatbots, virtual tours, and data analytics can improve marketing effectiveness and tourist engagement. The conclusion emphasizes the importance of integrating AI strategies into tourism marketing to create more personalized, efficient, and engaging promotional efforts.
AI IN PREDICTIVE BUSINESS ANALYTICS: EVIDENCE AND IMPLICATIONS FOR PRIVATE HIGHER EDUCATION IN THAILAND Chanidapha Nunualvuttiwong; Nurhaeni Sikki; Yuyun Yuniarsih; Adi Permana Sidik; Reza Saeful Rachman
Multifinance Vol. 4 No. 1 (2026): Multifinance
Publisher : PT. Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/mfc.v4i1.573

Abstract

Digital transformation has driven higher education institutions to adopt data-driven approaches to support strategic decision-making, performance measurement, and improvements in the quality of academic services. This study aims to synthesize developments in data-driven business analysis in higher education, focusing on the use of Key Performance Indicators (KPIs), the Balanced Scorecard (BSC), learning analytics, artificial intelligence (AI), internationalization, and data governance, particularly at private universities in Thailand and the ASEAN region. The study employed a narrative scoping review of relevant academic literature, drawing on sources from various databases and scholarly publications in the fields of management, education, and analytics. The synthesis results reveal five main themes: aligning KPIs with institutional strategies; utilizing learning analytics to enhance student success; the dynamics of internationalization and competition in the higher education market; the need to strengthen data governance and ethics; and the use of AI to support business analysis and decision-making. Integrating the BSC with learning analytics enables universities to link strategic objectives with operational indicators more systematically. However, the effectiveness of this approach depends on data quality, analytical capacity, data-driven leadership, digital infrastructure, and responsible AI governance. This study underscores the importance of an integrated, data-driven decision-making ecosystem to enhance the effectiveness, competitiveness, accountability, and sustainability of higher education institutions.
Co-Authors Abyan Faliq Athallah Adi Permana Sidik Anggita Rismayanti Anita Syafariah Chanidapha Nunualvuttiwong Fikry Fathurrahman Nurhaeni Sikki Rafly Ramadhany Reza Saeful Rachman Sri Wahyuni