Convergence of Generative Artificial Intelligence (AI)-Based Applications in the Hospitality and Tourism Industry

Abstract

Generative artificial intelligence (GAI) offers important opportunities for the hospitality and tourism (HT) industry in the context of operations, design, marketing, destination management, human resources, revenue management, accounting and finance, strategic management, and beyond. However, implementing GAI in HT contexts comes with ethical, legal, social, and economic considerations that require careful reflection by HT firms. The hospitality and tourism sector has witnessed phenomenal growth in customer numbers during the post-pandemic times. This growth has been accompanied by the use of technologies in customer interface and backend activities, including the adoption of self-serving technologies. This study highlights the potential challenges of implementing such technologies from the perspectives of companies, customers and regulators. This study aims to analyze the existing practices and challenges and establish a research agenda for implementing generative artificial intelligence (AI) and similar tools in the hospitality and tourism industry.