SMART CULTURAL CURATIONS: A MULTIDISCIPLINARY STUDY ON AI-ENHANCED MARKETING, TALENT RETENTION, AND FINANCIAL EFFICIENCY IN THE VISUAL ARTS TOURISM SECTOR

Ruchika  Kulshrestha; Nilambara  Shrivastav; K. Selvi; A. Suresh  Kumar; Anisha  Puri; Saurabh  Chandra

doi:10.29121/shodhkosh.v7.i3s.2026.7425

Authors

Ruchika Kulshrestha Assistant Professor, Institute of Business Management, GLA University, Mathura, India
Dr. Nilambara Shrivastav Associate Professor, Department of Management, Ashoka Business School, Nashik, India
Dr. K. Selvi Associate Professor, Department of MBA, Saveetha Engineering College, India
Dr. A. Suresh Kumar Professor, Department of BBA, Saveetha College of Liberal Arts and Science, SIMATS, Chennai, India
Dr. Anisha Puri Assistant Professor, School of Management Studies (SMS), CGC University, Mohali, Punjab, India
Dr. Saurabh Chandra Associate Professor, School of Law, Bennett University, Greater Noida, India

DOI:

https://doi.org/10.29121/shodhkosh.v7.i3s.2026.7425

Keywords:

Artificial Intelligence, Smart Cultural Curations, Visual Arts Tourism, Talent Retention, Financial Efficiency

Abstract [English]

Artificial intelligence (AI) has rapidly developed and has impacted the visual arts tourism industry greatly as it makes it possible to create new methods of marketing, talent management, and financial choices. In this paper, the author discusses the notion of smart cultural curations in the framework of a multidisciplinary approach, which combines AI-enhanced marketing, AI-guided talent management, and AI-based financial optimization. The research is based on a quantitative approach to research and utilizes a variety of AI technologies, including machine learning, data analytics, and automation, and their impacts on organizational performance and cultural tourism outcomes. Results show that AI is important in improving customer interactions and satisfaction by providing them with tailored marketing programs and also in ensuring workforce stability by using data-driven human resource management programs. Moreover, AI helps make the financial aspect more efficient by streamlining resources distribution and aiding effective decision-making. The researchers point out the mediation of the relationship between AI capabilities and tourism outcomes and organizational performance by customer engagement, customer satisfaction, and data-driven decisions. The proposal of a combined conceptual model allows the research to fill the gaps in the literature by aligning the marketing, human resource management, and financial perspectives on the topic of visual arts tourism. The research has viable implications to cultural institutions and tourism stakeholders who wish to use AI to achieve sustainable development and competitive edge.

References

Basnet, S. (2024). The Impact of AI-Driven Predictive Analytics on Employee Retention Strategies. International Journal of Research and Review, 11(9). https://doi.org/10.52403/ijrr.20240906 DOI: https://doi.org/10.52403/ijrr.20240906

Begenau, J., Farboodi, M., and Veldkamp, L. (2018). Big Data in Finance and the Growth of Large Firms. Journal of Monetary Economics, 97, 71–87. https://doi.org/10.1016/j.jmoneco.2018.05.013 DOI: https://doi.org/10.1016/j.jmoneco.2018.05.013

Belanche, D., Casaló, L. V., Flavián, C., and Schepers, J. (2020). Service Robot Implementation: A Theoretical Framework. The Service Industries Journal, 40(3–4), 203–225. https://doi.org/10.1080/02642069.2019.1672666 DOI: https://doi.org/10.1080/02642069.2019.1672666

Brynjolfsson, E., Rock, D., and Syverson, C. (2017). Artificial Intelligence and the Modern Productivity Paradox: A Clash of Expectations and Statistics (Working Paper No. 24001). National Bureau of Economic Research. https://doi.org/10.3386/w24001 DOI: https://doi.org/10.3386/w24001

Cao, L. (2021). AI in Finance: Challenges, Techniques, and Opportunities. arXiv. https://doi.org/10.48550/arXiv.2107.09051

Davenport, T. H., and Ronanki, R. (2018). Artificial Intelligence for the Real World. Harvard Business Review, 96(1), 108–116.

Davenport, T. H., Guha, A., Grewal, D., and Bressgott, T. (2020). How Artificial Intelligence Will Change the Future of Marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0 DOI: https://doi.org/10.1007/s11747-019-00696-0

Du Cros, H., and McKercher, B. (2015). Cultural Tourism (2nd ed.). Routledge. https://doi.org/10.4324/9780429277498 DOI: https://doi.org/10.4324/9780203790601

Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., … Williams, M. D. (2021). Artificial intelligence (AI): Multidisciplinary Perspectives on Emerging Challenges, Opportunities, and Agenda for Research, Practice and Policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002 DOI: https://doi.org/10.1016/j.ijinfomgt.2019.08.002

Dyduch, W., and Brzozowska, A. (2025). Artificial Intelligence in Tourism Management: Theoretical Underpinnings, Empirical Tests and the SmartTourAI Framework. Central European Management Journal. https://doi.org/10.1108/CEMJ-07-2024-0227 DOI: https://doi.org/10.1108/CEMJ-07-2024-0227

El Hajal, G., and Yeoman, I. (2024). AI and the Future of Talent Management in Tourism and Hospitality. Current Issues in Tourism. Advance online publication. https://doi.org/10.1080/13683500.2024.2439395 DOI: https://doi.org/10.1080/13683500.2024.2439395

Gerling, C., and Lessmann, S. (2024). Leveraging AI and NLP for Bank Marketing: A Systematic Review and Gap Analysis. arXiv. https://doi.org/10.48550/arXiv.2411.14463

Goel, P., Kaushik, N., Sivathanu, B., Pillai, R., and George, J. (2022). Consumers’ Adoption of Artificial Intelligence and Robotics in Hospitality and Tourism Sector: Literature Review and Future Research Agenda. Tourism Review. Advance online publication. https://doi.org/10.1108/TR-03-2021-0138 DOI: https://doi.org/10.1108/TR-03-2021-0138

Gursoy, D. (2025). Artificial Intelligence (AI) Technology, its Applications and the Use of AI-Powered Devices in Hospitality Service Experience Creation and Delivery. International Journal of Hospitality Management, 129, 104212. https://doi.org/10.1016/j.ijhm.2025.104212 DOI: https://doi.org/10.1016/j.ijhm.2025.104212

Huang, M.-H., and Rust, R. T. (2021a). A Strategic Framework for Artificial Intelligence in Marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9 DOI: https://doi.org/10.1007/s11747-020-00749-9

Huang, M.-H., and Rust, R. T. (2021b). Engaged to a Robot? The Role of AI in Service. Journal of Service Research, 24(1), 30–41. https://doi.org/10.1177/1094670520902266 DOI: https://doi.org/10.1177/1094670520902266

Ilieva, G., Yankova, T., and Klisarova-Belcheva, S. (2024). Effects of Generative AI in Tourism Industry. Information, 15(11), 671. https://doi.org/10.3390/info15110671 DOI: https://doi.org/10.3390/info15110671

Jarek, K., and Mazurek, G. (2019). Marketing and Artificial Intelligence. Central European Business Review, 8(2), 46–55. https://doi.org/10.18267/j.cebr.213 DOI: https://doi.org/10.18267/j.cebr.213

Jarrahi, M. H. (2018). Artificial Intelligence and the Future of Work: Human–AI Symbiosis in Organizational Decision Making. Business Horizons, 61(4), 577–586. https://doi.org/10.1016/j.bushor.2018.03.007 DOI: https://doi.org/10.1016/j.bushor.2018.03.007

Kanaparthi, V. (2024). Transformational Application of Artificial Intelligence and Machine Learning in Financial Technologies and Financial Services: A bibliometric review. arXiv. https://doi.org/10.48550/arXiv.2401.15710

Lee, M., Bai, B., Sisson, A., and Costa, R. (2026). Economic Impact of Artificial Intelligence (AI): Conceptualization of Business Value of AI and Future Agenda for Tourism and Hospitality Research. Tourism Economics. Advance online publication. https://doi.org/10.1177/13548166261418787 DOI: https://doi.org/10.1177/13548166261418787

Lemon, K. N., and Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 DOI: https://doi.org/10.1509/jm.15.0420

Li, J., Bonn, M. A., and Ye, B. H. (2019). Hotel Employees’ Artificial Intelligence and Robotics Awareness and its Impact on Turnover Intention: The Moderating Roles of Perceived Organizational Support and Competitive Psychological Climate. Tourism Management, 73, 172–181. https://doi.org/10.1016/j.tourman.2019.02.006 DOI: https://doi.org/10.1016/j.tourman.2019.02.006

Li, X., and Wang, Y. C. (2015). Present and Future Website Marketing Activities in U.S. Hotels: Change Propensity Analysis. International Journal of Hospitality Management, 47, 131–139. https://doi.org/10.1016/j.ijhm.2015.02.007 DOI: https://doi.org/10.1016/j.ijhm.2015.02.007

Mariani, M. M., Perez-Vega, R., and Wirtz, J. (2022). AI in Marketing, Consumer Research and Psychology: A Systematic Literature Review and Research Agenda. Psychology and Marketing, 39(4), 755–776. https://doi.org/10.1002/mar.21619 DOI: https://doi.org/10.1002/mar.21619

Mariani, M., and Borghi, M. (2019). Industry 4.0: A Bibliometric Review of its Managerial Intellectual Structure and Potential Evolution in the Service Industries. Technological Forecasting and Social Change, 149, 119752. https://doi.org/10.1016/j.techfore.2019.119752 DOI: https://doi.org/10.1016/j.techfore.2019.119752

Marinakou, E., Giousmpasoglou, C., and Papavasileiou, E. F. (2024). The Use of Artificial Intelligence (AI) in Talent Acquisition: The Case of Greek Luxury Hotels. Strategic Change, 34(4), 533–543. https://doi.org/10.1002/jsc.2632 DOI: https://doi.org/10.1002/jsc.2632

Nawaz, N., Arunachalam, H., Pathi, B. K., and Gajenderan, V. (2024). The Adoption of Artificial Intelligence in Human Resources Management Practices. International Journal of Information Management Data Insights, 4(1), 100208. https://doi.org/10.1016/j.jjimei.2023.100208 DOI: https://doi.org/10.1016/j.jjimei.2023.100208

Richards, G. (2018). Cultural Tourism: A Review of Recent Research and Trends. Journal of Hospitality and Tourism Management, 36, 12–21. https://doi.org/10.1016/j.jhtm.2018.03.005 DOI: https://doi.org/10.1016/j.jhtm.2018.03.005

Rombaut, E., and Guerry, M.-A. (2020). AI and HR Analytics: Applications and Trends. Journal of Human Resource Management, 8(2), 31–43.

Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., and Haenlein, M. (2021). Digital Transformation: A Multidisciplinary Reflection and Research Agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022 DOI: https://doi.org/10.1016/j.jbusres.2019.09.022

Wirtz, J., and Pitardi, V. (2023). How Intelligent Automation, Service Robots, and AI will Reshape Service Products and their Delivery. Italian Journal of Marketing, 289–300. https://doi.org/10.1007/s43039-023-00076-1 DOI: https://doi.org/10.1007/s43039-023-00076-1

Zaki, K., Abdelghani, A. A. A., Ahmed, H. A. M., Abdelfadel, T., Abusalim, E., Ahmed, K., Abuzaid, A. E., and Elnagar, A. K. (2025). Work Decently: AI-Driven Marketing Strategies for a Competitive Edge in Tourism. Research Journal in Advanced Humanities, 6(1). https://doi.org/10.58256/pbhpzq64