Understanding Artificial Intelligence Adoption in Tourism Services and Marketing

Abstract

The technological advancements rapid expansion has led to myriad contrivances, which substantiates to be immensely utilitarian. Artificial intelligence is ambivalent (i.e., beneficial and detrimental). In this chapter, the authors explore the pros and cons of adopting artificial intelligence in tourism service marketing and how AI is captivating tourism industry. Service marketing is a subset of marketing that specifically applies to the service industries. Travel agencies, tour operators, hotel and restaurant services, tourist guides, and other associated services are all considered to be part of the tourism industry stated by WTO. The authors ascertain the employ of artificial intelligence in travel and tourism services as losing and gaining of jobs and opportunities milieu of integrated development in tourism service industry and conclude the changes of tourism service marketing in context of opportunities and obstacles with artificial intelligence.