When artificial intelligence meets the hospitality and tourism industry: an assessment framework to inform theory and management

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Abstract

<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>This study reviews existing research and current applications of artificial intelligence (AI) in the hospitality and tourism industry. It further proposes a new evaluation framework to inform the susceptibility of AI adoptions.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>This is a synthesis and evaluation study that qualitatively summarizes and presents findings on AI applications in the hospitality and tourism industry. Current AI applications are rated using a seven-dimensional framework based on Rogers' (2003) diffusion theory.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>AI adoption susceptibility in the hospitality and tourism industry varies based on the type of AI. Search/booking engines, virtual agents and chatbots rank high in the adoption susceptibility.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>This study bridges innovation diffusion theoretical underpinnings and AI applications. The findings support researchers, developers and managers in evaluating the adoption susceptibility of AI technologies in the hospitality and tourism industry.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This paper is among the few that focus on assessing AI adoption susceptibility in the hospitality and tourism industry. This paper develops a theory-based framework for systematically evaluating AI innovations in hospitality and tourism.</jats:p></jats:sec>