Artificial intelligence adoption in hospitality: challenges and opportunities across hierarchical levels

Tourism Review, Journal Year: 2025, Volume and Issue: unknown

Published: April 16, 2025

Purpose This study aims to examine the challenges (barriers) and opportunities (drivers) of adopting artificial intelligence in hospitality industry by exploring how individuals at different hierarchical levels within hotels perceive benefits obstacles associated with adoption. Design/methodology/approach adopts a consensus mapping approach analyze insights gathered from interviews 55 information-rich participants, representing diverse roles hotel industry. Participants are categorized into three distinct groups: top managers, first-line managers nonmanagerial employees. Findings By using approach, this ascertains individual perceptions regarding barriers drivers influencing adoption sector. Study findings underscore intelligencés potential increase operational efficiency enhance customer experiences. Notably, prioritize pursuit competitive advantage, whereas employees emphasize significance cost-saving benefits. Despite these benefits, noteworthy hesitance is observed across various positions, largely attributable factors such as lack awareness understanding, well resistance change. Originality/value The originality twofold. First, it offers basis for tailored communication strategies aimed strengthening acceptance groups. Second, diverging prevailing customer-centric perspectives, uniquely focuses on employees’ perceptions, thereby providing new unexplored multifaceted dynamics organizational contexts.

Language: Английский

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Sensory marketing in the metaverse for tourism preview and tourism pre-experience: the effect on the intention to visit tourist destinations

Tourism Review, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 22, 2025

Purpose This paper aims to analyse the effect of vision, hearing and haptics on tourism metaverse previews pre-experiences compares effects intention visit. Design/methodology/approach A sample 172 individuals answered an online survey about their previous interaction with – 104 had previews, 68 pre-experiences. Then, a case study pre-experience was analysed strengthen further understand quantitative study. Findings While vision are significant in only contribute obtaining sense presence pre-experiences, although potential hearing. Tourism have stronger positive impact visit destination than previews. Practical implications Practitioners should integrate despite costs involved, because immersive has intentions However, dependence sensorial stimuli growth may limit advantages as alternative for impaired tourists reduce overtourism. Originality/value clarifies different that each sensory stimulus presence, depending levels immersiveness, requiring congruence. The value is highlighted evidence strengthening

Language: Английский

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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, Journal Year: 2025, Volume and Issue: unknown, P. 104212 - 104212

Published: March 1, 2025

Language: Английский

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The Role of Digital Tourism Platforms in Advancing Sustainable Development Goals in the Industry 4.0 Era

Sustainability, Journal Year: 2025, Volume and Issue: 17(8), P. 3482 - 3482

Published: April 14, 2025

The intersection of digitalization and sustainability is reshaping the tourism industry, with digital platforms playing a transformative role in optimizing travel experiences while simultaneously influencing economic inclusivity, labor dynamics, environmental responsibility. This paper explores how Industry 4.0 technologies—such as artificial intelligence (AI), big data, blockchain, virtual reality (VR), Internet Things (IoT)—are integrated into platforms, assessing their dual impact on market structures. study develops conceptual framework around five key dimensions: power dependency, AI-driven automation workforce transformation, innovation inclusion, innovations, data security governance. While enhance personalization, operational efficiency, eco-conscious travel, they also reinforce disparities, monopolization, regulatory challenges, raising concerns related to SDGs such SDG 1 (No Poverty), 5 (Gender Equality), 8 (Decent Work Economic Growth), 9 (Industry, Innovation Infrastructure), 10 (Reduced Inequalities), 12 (Responsible Consumption, Production), 13 (Climate Action), 16 (Peace, Justice, Strong Institutions). highlights need for equitable governance frameworks mitigate risks associated algorithmic bias, privacy violations ensuring accessibility small medium-sized enterprises (SMEs). findings contribute ongoing discussions platform economics, governance, sustainable offering policy managerial implications fostering an inclusive environmentally responsible industry.

Language: Английский

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Immersive stays in virtual hotels: The effect of experiences in metaverse hotels on customer responses

International Journal of Hospitality Management, Journal Year: 2025, Volume and Issue: 130, P. 104247 - 104247

Published: May 9, 2025

Language: Английский

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