1st Edition
The Ethics of AI in Hospitality and Tourism Challenges and Opportunities
1. Introduction: Ethics of AI in Hospitality and Tourism and Strategic Research Agenda
Sanaz Vatankhah, Yanqing Duan, and Roya Rahimi
2. Organisational Alignment and AI Ethics in Tourism
Zhicheng Chen, Qile He, and Vikas Kumar
3. DEI and AI in Hospitality Employment Practices: Ethical Considerations in Terms of Diversity, Equity, and Inclusion in AI-Powered Hiring and Workforce Transformation
Ruth Yunji Nange and Nazanin Naderiadib Alpler
4. Corporate Digital Responsibility in Tourism and Hospitality: Ethical Challenges and Strategies for AI Implementation
Werner H. Kunz and Jochen Wirtz
5. Responsible AI Governance in Tourism
Kai Ma and Feng Jiao
6. Linking Explainable AI and Responsible AI in Hospitality and Tourism
Madara Balawardhana and Ioana S. Stoica
7. Generative AI for Content Creation: Opportunities and Ethical Concerns
Nansy Kouroupi
8. Ethical Design of AI Systems, Perceived Trustworthiness, Customer Trust, and Brand Commitment: The Case of Airline Passengers
Niusha Talebzabeh, Mina Milani, Razieh Sharifipur Shirazi, and Hamed Rezapouraghdam
9. Algorithmic Bias and Equity in AI Applications for Tourism and Hospitality
Mahwish Zahara and Tamour Raza
10. AI, Ethics, and the SDGs: Are We Innovating Sustainably in the Tourism and Hospitality Industry?
Hassiba Fadli, Maryam Khodaviren, and Catherine Bedwei-Majdoub
Biography
Sanaz Vatankhah is Senior Lecturer in Business Management and Strategy and the Deputy Director of Business and Management Research (BMRI) at the University of Bedfordshire. Her research interests focus on sustainable business models, ethical AI implementation, and empowering women-led entrepreneurship. She leads internationally funded projects and has published extensively in leading journals, including Journal of Business Research, Tourism Management, Journal of Applied Health Psychology, and The Service Industries Journal.
Yanqing Duan is Professor of Information Systems and Director of the Business and Management Research Institute at the University of Bedfordshire Business School. Her research interests include the use of emerging ICTs, especially AI, and their impact on organisational performance, innovation, decision-making, and knowledge transfer. She has over 250 refereed publications in journals, book chapters, and conference proceedings.
Roya Rahimi is Professor of Marketing and Leisure Management at the University of Wolverhampton and a senior fellow of the Higher Education Academy. She leads major research and industry-facing initiatives, contributes to multiple international academic networks, and serves on several journal editorial boards, advancing scholarship and professional practice across marketing, tourism, and digital transformation. Her portfolio includes steering high-profile sector collaborations, shaping research capacity, and driving impactful, interdisciplinary projects within the United Kingdom and internationally.
