Hospitality and Tourism Value Co-Creation in the Light of Artificial Intelligence

Abstract

The hotel and tourism industry is undergoing significant changes due to the widespread adoption of digital technologies that enable instant client communication and data gathering. The aim of the chapter was to do a review to understand the AI technologies that influence value co-creation in the hospitality and tourism industry. The author found AI influencing VCC to include natural language processing, chatbot, intelligent agents, voice-activated digital support, personal digital assistants that aid online visitors, ML, etc. The DART model was selected as the primary framework due to its status as a prominent theory and its widespread application in the study of VCC. It was noticed that AI can facilitate dialogue, access, risk, and transparency, leading to customer/guests/visitor engagement. Future research should focus on AI for marketing and promotion. It was concluded that AI technology provides compelling prospects for engaging interactions and virtual gatherings.