Generative Artificial Intelligence in the Hospitality and Tourism Industry: Developing a Framework for Future Research

Author:

Dogru Tarik1ORCID,Line Nathan1ORCID,Mody Makarand2ORCID,Hanks Lydia1ORCID,Abbott Je’Anna3ORCID,Acikgoz Fulya4,Assaf Albert5ORCID,Bakir Selim6,Berbekova Adiyukh7,Bilgihan Anil8,Dalton Alec9,Erkmen Ezgi10,Geronasso Mahala11,Gomez Dale12,Graves Sue13,Iskender Ali1415,Ivanov Stanislav16,Kizildag Murat11,Lee Minwoo17ORCID,Lee Woojin18,Luckett John19,McGinley Sean1ORCID,Okumus Fevzi11,Onder Irem5,Ozdemir Ozgur20,Park Hyekyung1,Sharma Abhinav1,Suess Courtney21ORCID,Uysal Muzaffer5,Zhang Tingting11ORCID

Affiliation:

1. Dedman College of Hospitality, Florida State University, Tallahassee, FL, USA

2. School of Hospitality Administration, Boston University, Boston, MA, USA

3. University of Houston, College of Global Hospitality Leadership, Houston, TX, USA

4. University of Bristol Business School, University of Bristol, Bristol, UK

5. Department of Hospitality & Tourism Management, University of Massachusetts, Isenberg School of Management, Amherst, MA, USA

6. Horst Schulze School of Hospitality Management, College of Human Sciences, Auburn University, Alabama, AL, USA

7. School of Travel Industry Management, Shidler College of Business, University of Hawaiʻi at Mānoa, Honolulu, HI, USA

8. Marketing Department, College of Business, Florida Atlantic University, Boca Raton, FL, USA

9. Hospitality Leadership Academy, Slatersville, RI, USA

10. Department of Tourism Administration, Boğaziçi University, Bebek, İstanbul, Turkey

11. Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, USA

12. Director of Information & Instructional Technology, Chaplin School of Hospitality & Tourism Management, Florida International University, North Miami, FL, USA

13. CEO, Experience Alive, Columbus, OH, USA

14. College of Business, School of Marketing, Entrepreneurship, Sport Management, and Hospitality & Tourism Management, Western Carolina University, Cullowhee, NC, USA

15. Faculty of Tourism Management, Mugla Sitki Kocman University, Mugla, Turkiye

16. Varna University of Management, Varna, Bulgaria

17. Conrad N. Hilton College, University of Houston, Houston, TX, USA

18. School of Community Resources and Development, Phoenix, AZ, USA

19. Kessler Collection, Orlando, FL, USA

20. William F. Harrah College of Hospitality, University of Nevada Las Vegas, Las Vegas, USA

21. Department of Parks, Recreation and Tourism Sciences, Texas A & M University, College Station, TX, USA

Abstract

Generative artificial intelligence (GAI) offers important opportunities for the hospitality and tourism (HT) industry in the context of operations, design, marketing, destination management, human resources, revenue management, accounting and finance, strategic management, and beyond. However, the implementation of GAI in HT contexts comes with ethical, legal, social, and economic considerations that require careful reflection by HT firms. The purpose of this study is to offer a critical examination of the effects of GAI applications across a broad spectrum of stakeholders in the HT industry, in an effort to integrate practical and academic insights and foresights and drive academic research forward. Through the contributions of a purposeful selection of scholars, educators, and industry-practitioners, along the tenets of the stakeholder theory of the firm, this study highlights the potential challenges and opportunities of GAI and considers how academics can navigate the (research) complexities of this rapidly evolving technological phenomenon.

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management,Education

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