Artificial intelligence in hospitality and tourism : insights from industry practices, research literature, and expert opinions

Abstract

Given that artificial intelligence (AI) is significantly transforming businesses, it is crucial to examine how AI will change the future of the hospitality and tourism industry. By integrating multiple data sources (i.e., practitioner literature, research literature, and expert opinions), we suggest three trends constituting opportunities and challenges (AI applications in different business sectors, primary AI functions, emerging AI topics), three possible themes of change (adoption and acceptance, operations management, AI in marketing), as well as four directions for future research (AI interaction, AI and organizational decision making, organizational implications, and managerial issues). Our findings present a detailed picture of AI development and applications along with predictions regarding its place in the industry. Finally, we outline a research agenda that addresses key issues for stakeholders in hospitality and tourism: individuals, including customers and employees; organizations and businesses; and public policymakers and governments.