Leveraging Artificial Intelligence in Hospitality and Tourism for Success

Abstract

The terms artificial intelligence (AI), machine learning and robotics are no longer deemed futuristic or restricted to the realms of science fiction. Society has embraced and adopted a range of AI technologies. The purpose of this case study is to review established and experimental uses of AI across the hospitality and tourism sector. As a result, students will be able to analyse existing practices and develop innovative ideas for AI implementation. In particular, the case study will evaluate the uses and benefits of AI in providing personalized experiences for tourists through aspects such as service innovation, adding value and empowered AI robots. The case study will introduce and compare narrow and artificial general intelligence and explore applications of big data and machine learning. On completion of this case study, learners will be able to fully understand the relevance of AI in the hospitality and tourism industry and how it can be a significant aspect of business decision making and strategic implementation.