The smart hotel: Challenges and opportunities for collaboration relating to AI and the hotel industry
DOI:
https://doi.org/10.14267/TURBULL.2024v24n3.1Keywords:
artificial intelligence (AI), hotel industry, integration, risks and opportunities, customer experienceAbstract
The study explores the transformative impact of artificial intelligence (AI) on the hotel industry, with a particular focus on the potential to refine operational processes, significantly improve guest experience and make better use of human resources. For this review, 45 relevant sources were processed using a systematic literature review methodology. The findings of the research show that the integration of AI mostly adds value to the guest experience, in luxury hotels nevertheless it is more likely to be a complementary service that may change later for the following generations (Z
and alpha). However, the situation is different for non-luxury hotels, where human presence is less important to guests and, therefore, AI tools are easier to adopt. The research also indicates that, while AI offers promising opportunities for efficiency and innovation, there are legitimate concerns about preserving jobs, integration difficulties and customer acceptance of new technology.
References
AL-SHAMI, S. – MAMUN, A. – AHMED, E. – RASHID, N. (2021): Artificial intelligent towards hotels’ competitive advantage. an exploratory study from the uae. Foresight. 24(5). pp. 625–636. https://doi.org/10.1108/fs-01-2021-0014
ÁSVÁNYI, K. – MISKOLCZI, M. – JÁSZBERÉNYI, M. – KENESEI, ZS. – KÖKÉNY, L. (2022): The emergence of unconventional tourism services based on autonomous vehicles (AVs) – Attitude analysis of tourism experts using the Q methodology. Sustainability. 14(6):3691. http:// doi.org/10.3390/su14063691
BARATELLI, G. – COLLEONI, E. (2022): Does artificial intelligence (AI) enabled recruitment improve employer branding? International Journal of Business and Management. 17(2):45. DOI: 10.5539/ijbm.v17n2p45
BISOI, S. – ROY, M. – SAMAL, A. (2020): Impact of artificial intelligence in the hospitality industry. International Journal of Advanced Science and Technology. 29(5). pp. 4265–4276.
BOOTH, A. – PAPAIOANNOU, D. – SUTTON, A. (2012): Systematic Approaches to a Successful Literature Review. London: Sage. BOWEN, J. – MOROSAN, C. (2018): Beware hospitality industry: the robots are coming. Worldwide Hospitality and Tourism Themes. 10(6). pp. 726–733. DOI:10.1108/WHATT-07-2018-0045
BUHALIS, D. – LEUNG, R. (2018): Smart hospitality – Interconnectivity and interoperability towards an ecosystem. International Journal of Hospitality Management. 71. pp. 41–50. https:// doi.org/10.1016/j.ijhm.2017.11.011
BUHALIS, D. – MOLDAVSKA, I. (2021): In-room voice-based ai digital assistants transforming on-site hotel services and guests’ experiences. Information and Communication Technologies in Tourism. pp. 30–44. https://doi.org/10.1007/978- 3-030-65785-7_3
DOBORJEH, Z. – HEMMINGTON, N. – DOBORJEH, M. – KASABOV, N. (2022): Artificial intelli gence: a systematic review of methods and applications in hospitality and tourism. International Journal of Contemporary Hospitality Management. 34(3). pp. 1154–1176. https://doi. org/10.1108/IJCHM-06-2021-0767
GAUR, L. – AFAQ, A. – SINGH, G. – DWIVEDI, Y. K. (2021): Role of artificial intelligence and robotics to foster the touchless travel during a pandemic: a review and research agenda. International Journal of Contemporary Hospitality Management. 33(11). pp. 4079–4098. https://doi. org/10.1108/ijchm-11-2020-1246
GROZDICS A. T. (2022): A home office megítélés ének és a pandémia hatásának vizsgálata a szisztematikus irodalomelemzés módszerével. Vezetéstudomány/Budapest Management Review. 53(10). pp. 15–27. DOI: 10.14267/VEZTUD. 2022.10.02
GUPTA, S. – MODGIL, S. – LEE, C. – CHO, M. – PARK, Y. (2022): Artificial intelligence enabled robots for stay experience in the hospitality industry in a smart city. Industrial Management – Data Systems. 122(10). pp. 2331–2350. https:// doi.org/10.1108/imds-10-2021-0621
HUANG, M. – RUST, R. (2020): Engaged to a robot? The role of ai in service. Journal of Service Research. 24(1). pp. 30–41. https://doi. org/10.1177/1094670520902266
IVANOV, S. H. – WEBSTER, C. – BEREZINA, K. (2017): Adoption of robots and service automation by tourism and hospitality companies. Revista Turismo & Desenvolvimento. 27(28). pp. 1501–1517. https://papers.ssrn.com/sol3/papers.cfm? abstract_id=2964308
JABEEN, F. – AL ZAIDI, S. – AL DHAHERI, M. H. (2022): Automation and artificial intelligence in hospitality and tourism. Tourism Review. 77(4). pp. 1043–1061. https://doi.org/10.1108/TR-09- 2019-0360
JANCSIK A. – JÁSZBERÉNYI M. – KÖKÉNY L. (2019): Az utazásszervezés új dimenziói. Akadémiai Kiadó, Budapest.
JÁSZBERÉNYI, M. – MISKOLCZI, M. – MUNKÁCSY, A. – FÖLDES, D. (2022): What drives tourists to adopt self-driving cars? Transportation research part F: traffic psychology and behaviour. 89. pp. 407–422. https://doi.org/10.1016/j.trf.2022.07.013
JUHÁSZ-DÓRA K. (2022): A luxusszállodai miliő transzformációjának időbeli dimenziói. Turizmus Bulletin. 22(1). pp. 13–25. https://doi. org/10.14267/TURBULL.2022v22n1.2
KONG, H. – YUAN, Y. – BARUCH, Y. – BU, N. – JIANG, X. – WANG, K. (2021): Influences of artificial intelligence (ai) awareness on career competency and job burnout. International Journal of Contemporary Hospitality Management. 33(2). pp. 717–734. https://doi.org/10.1108/ ijchm-07-2020-0789
KÖKÉNY, L. – JÁSZBERÉNYI, M. – SYAHRIVAR, J. – KÖKÉNY, L. (2022): Flight-to-nowhere service. Journal Of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries. 30(2). pp. 261–275. http:// doi.org/10.1177/13567667221127458 DOI: 10.14267/TURBULL.2024v24n3.1
KÖKÉNY, L. – KISS, K. (2021): There is a time and a place for everything (and for everyone): Examining main socio-demographic and territorial differences in use of leisure time. Regional Statistics. 11(2). pp. 136–164. https://doi. org/10.15196/RS110206
KÖKÉNY L. – MISKOLCZI M. (2022): Smart turizmus. Akadémiai Kiadó, Budapest.
KU, C. H. – CHANG, Y. C. – WANG, Y. – CHEN, C. H. – HSIAO, S. H. (2019): Artificial intelligence and visual analytics: a deep-learning approach to analyze hotel reviews – responses. In: 52nd Hawaii International Conference on System Sciences (HICSS 2019). Hawaii, USA. DOI:10.24251/HICSS.2019.634
LAURIM, V. – ARPACI, S. – PROMMEGGER, B. – KRCMAR, H. (2021): Computer, whom should I hire? – Acceptance criteria for artificial intelligence in the recruitment process. In: Hawaii International Conference on System Sciences. DOI: 10.24251/HICSS.2021.668
LIU, S. – LI, G. – XIA, H. (2021): Analysis of talent management in the artificial intelligence era. In: 5th Asia-Pacific Conference on Economic Research and Management Innovation (ERMI 2021). Atlantis Press. pp. 38–42.
LUKANOVA, G. – ILIEVA, G. (2019): Robots, artificial intelligence, and service automation in hotels. In: Robots, artificial intelligence, and service automation in travel, tourism and hospitality. Emerald Publishing Limited. pp. 157–183.
MA, H. (2021): Optimization of hotel financial management information system based on computational intelligence. Wireless Communi cations and Mobile Computing. pp. 1–11. https:// doi.org/10.1155/2021/8680306
MARKOVIĆ, S. – JANKOVIC, S. – ZUBOVIĆ, V. (2020): The impacts of robots and artificial intelligence on service quality in the hotel industry. Balkans Journal of Emerging Trends in Social Sciences. 3(2). pp. 163–170. https://doi.org/10.31410/balkans. jetss.2020.3.2.163-170 McCARTHY, J. (2007): What is artificial intelligence. Computer Science Department. Stanford University.
MICHALKÓ G. – KENESEI ZS. – KISS K. – KOLOS K. – KOVÁCS E. – PINKE-SZIVA I. (2018): Társadalmi innováció a turizmus kontextusában. Turizmus Bulletin. A Magyar Turisztikai Ügynökség szakmai és tudományos folyóirata. 18(1). pp. 45–54. https://doi.org/10.14267/TURBULL.2018v18n1.5
MISKOLCZI M. – ÁSVÁNYI K. – JÁSZBERÉNYI M. – KÖKÉNY L. (2021): Hogyan döntsön a mesterséges intelligencia? Az önvezető autók morális kérdései. Magyar Tudomány. 182(3). pp. 342–352. http://doi.org/10.1556/2065.182.2021.3.6
NAM, K. – DUTT, C. S. – CHATHOTH, P. – DAGHFOUS, A. – KHAN, M. S. (2021): The adoption of artificial intelligence and robotics in the hotel industry: prospects and challenges. Electronic Markets. 31. pp. 553–574. DOI: 10.1007/ s12525-020-00442-3.
NGUYEN, V. T. – MALIK, A. (2021): A two-wave cross-lagged study on ai service quality: the moderating effects of the job level and job role. British Journal of Management. 33(3). pp. 1221–1237. https://doi.org/10.1111/1467- 8551.12540
NGUYEN, V. T. – PHONG, L. T. – KHANH, N. T. (2023): The impact of ai chatbots on customer trust: an empirical investigation in the hotel industry. Consumer Behavior in Tourism and Hospitality. 18(3). pp. 293–305. https://doi. org/10.1108/cbth-06-2022-0131
OKOLI, C. (2015): A guide to conducting a standalone systematic literature review. Communications of the Association for Information Systems. 37(43). https://doi.org/10.17705/1CAIS.03743
PILLAI, R. – SIVATHANU, B. (2020): Adoption of ai-based chatbots for hospitality and tourism. International Journal of Contemporary Hospitality Management. 32(10). pp. 3199–3226. https://doi. org/10.1108/ijchm-04-2020-0259
QIU, H. – LI, M. – BAI, B. – WANG, N. – LI, Y. (2022): The impact of ai-enabled service attributes on service hospitableness: the role of employee physical and psychological workload. International Journal of Contemporary Hospitality Management. 34(4). pp. 1374–1398. https://doi. org/10.1108/ijchm-08-2021-0960
RAUF, A. – ZURCHER, M. – PANTELIDIS, I. S. – WINBLADH, J. (2022): Millennials’ perceptions of artificial intelligence in hotel service encounters. Consumer Behavior in Tourism and Hospitality. 17(1). pp. 3–16. https:// doi.org/10.1108/cbth-04-2021-0104
ROMERO, J. – LADO, N. (2021): Service robots and covid-19: exploring perceptions of prevention efficacy at hotels in generation z. International Journal of Contemporary Hospitality Management. 33(11). pp. 4057–4078. https://doi.org/10.1108/ ijchm-10-2020-1214
RUEL, H. J. M. – NJOKU, E. (2020): Ai redefining the hospitality industry. Journal of Tourism Futures. 7(1). pp. 53–66. https://doi.org/10.1108/ jtf-03-2020-0032
SHAO, D. – PENG, Y. (2022): Impact of socially responsible human resource management (srhrm) on hotel employee outcomes using the role theory. Journal of Hospitality and Tourism Insights. 6(4). pp. 1535–1551. https://doi. org/10.1108/jhti-08-2021-0224 14
SHIN, H. – JEONG, M. (2020): Guests’ perceptions of robot concierge and their adoption intentions. International Journal of Contemporary Hospitality Management. 32(8). pp. 2613–2633. https://doi. org/10.1108/ijchm-09-2019-0798
SRIVASTAVA, P. – SENGUPTA, K. – KUMAR, A. – BISWAS, B. – ISHIZAKA, A. (2021): Post-epidemic factors influencing customer’s booking intent for a hotel or leisure spot: an empirical study. Journal of Enterprise Information Management. 35(1). pp. 78–99. https://doi.org/10.1108/jeim-03-2021-0137
ŠTILIĆ, A. – NICIĆ, M. – PUŠKA, A. (2023): Check-in to the future: Exploring the impact of contemporary information technologies and artificial intelligence on the hotel industry. Turističko poslovanje. 31. pp. 5–17. DOI: 10.5937/ turpos0-43739
SULEIMENOV, I. E. – VITULYOVA, Y. S. – BAKIROV, A. S. – GABRIELYAN, O. A. (2020): Artificial Intelligence: what is it? In: Proceedings of the 2020 6th International Conference on Computer and Technology Applications. pp. 22– 25. https://doi.org/10.1145/3397125.3397141
SZARVAS D. – ROHÁCS D. – TICHY R. (2019): Mesterséges intelligencia alkalmazása az aviatikában. Repüléstudományi Közlemények. 31(1). pp. 183–204. DOI: 10.32560/rk.2019.1.15
TARIQ, M. U. – POULIN, M. – ABONAMAH, A. A. (2021): Achieving operational excellence through artificial intelligence: driving forces and barriers. Frontiers in psychology. 12. 686624. https://doi.org/10.3389/fpsyg.2021.686624
TRANFIELD, D. – DENYER, D. – SMART, P. (2003): Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management. 14(3). pp. 207–222. https://doi. org/10.1111/1467-8551.00375
TUSSYADIAH, I. (2020): A review of research into automation in tourism: launching the annals of tourism research curated collection on artificial intelligence and robotics in tourism. Annals of Tourism Research. 81. 102883. https://doi. org/10.1016/j.annals.2020.102883
WANG, H. – ZHANG, H. – CHEN, Z. – ZHU, J. – ZHANG, Y. (2022): Influence of artificial intelligence and robotics awareness on employee creativity in the hotel industry. Frontiers in Psychology. 13. https://doi.org/10.3389/ fpsyg.2022.834160
WIRTZ, J. – PATTERSON, P. – KUNZ, W. – GRUBER, T. – LU, V. – PALUCH, S. – MARTINS, A. (2018): Brave new world: service robots in the frontline. Journal of Service Management. 29(5). pp. 907–931. https://doi.org/10.1108/josm-04-2018-0119
YASSIN, E. – GHARIEB, A. – SAAD, H. – QURA, O. (2022): Robots, artificial intelligence, and service automation (raisa) technologies in the egyptian hotel sector: a current situation assessment. International Journal of Heritage Tourism and Hospitality. 16(1). pp. 51–60. https:// doi.org/10.21608/ijhth.2022.287420
YUSOFF, Y. – NEJATI, M. – KEE, D. – AMRAN, A. (2018): Linking green human resource management practices to environmental performance in hotel industry. Global Business Review. 21(3). pp. 663–-680. https://doi. org/10.1177/0972150918779294
Internetes források
ACCENTURE (2023): A new era of generative AI for everyone. The technology underpinning ChatGPT will transform work and reinvent business. https:// www.accenture.com/content/dam/accenture/ final/accenture-com/document/Accenture-A New-Era-of-Generative-AI-for-Everyone.pdf Letöltve: 2024. május 1.
ACCOR HOTELS: https://all.accor.com ACOSTA, E. (2017): Marriott International’s AI powered Chatbots on Facebook Messenger and Slack, and Aloft’s chatbotlr, Simplify Travel for Guests Throughout Their Journey. https://news.marriott. com/news/2017/09/28/marriott-internationals ai-powered-chatbots-on-facebook-messenger and-slack-and-alofts-chatbotlr-simplify-travel for-guests-throughout-their-journey Letöltve: 2024. május 1.
HENN NA HOTEL: https://group.hennnahotel. com/ HILTON: https://hilton.com HYATT: https://about.hyatt.com/
MARA RESEARCH (2024): AI Statistics in Hospitality: A Glimpse into the Future. https:// www.mara-solutions.com/post/ai-statistics-in hospitality Letöltve: 2024. május 1.
MARRIOTT: https://mobile-app.marriott.com
PRECEDENCE RESEARCH (2023): Artificial Intelligence (AI) Market. https://www. precedenceresearch.com/artificial-intelligence market Letöltve: 2024. május 2.
RADISSONN HOTELS: https://radissonhotels. com YOTEL: https://yotel.co
