When travel agencies entrust AI with data: the role of knowledge-based dynamic capabilities in marketing innovation

ABSTRACT This study explores how big data-powered AI enhances knowledge-based dynamic capabilities, rational marketing decision-making, and marketing innovation in travel agencies. Grounded in knowledge-based view (KBV) and dynamic capabilities theory (DCT), it examines the impact of big data-powered AI on marketing innovation using PLS-SEM analysis on 415 Taiwanese travel agencies. Findings reveal that big data-powered AI significantly strengthens knowledge acquisition and generation capabilities and rational decision-making, while knowledge combination and marketing implementation capability moderate these relationships. This study extends AI-driven marketing research and provides important insights for theoretical and practical applications.