Examining AI in the Hospitality and Hotel Branding Landscape

Abstract

The present study attempts to identify the publication and citation growth, highly cited articles, and keyword occurrences through performance analysis of artificial intelligence (AI) that has been transforming the hotels and hospitality industry (HHI). Science mapping is performed to find the keyword clusters using the bibliometric approach using VOSviewer. Only 34 documents that fulfilled the selection criteria were included in the study. The documents received 917 citations from the inception (2011). The top ten highly cited articles have received 892 citations, which is 97.3% of the total received citations. 36 keywords appeared and formed four clusters: Smart hospitality solutions, AI-driven hospitality branding, strategic hospitality branding, and enhanced guest experience branding, which can be helpful as a marketing tool and improve operational efficiency and guest satisfaction. Bibliographic coupling document analysis may help generate the latest themes. Branding using AI can be a milestone step in the hospitality industry due to emerging technologies and automated processes.