The Role of Artificial Intelligence in the Tourism and Hospitality Sector

Introduction. Introduction: The Role of Artificial Intelligence in the Tourism and Hospitality Sector

Maria Jesus Jerez Jerez, Claudia Sevilla-Sevilla and Lidia Aguiar Castillo

Part I. The Foundation of the AI and Tourism and Hospitality Field

1. Impact of Artificial Intelligence in Tourism and Hospitality

Sadaf Tallia

2. The Evolution of Artificial Intelligence (AI); Investigating Connections to the Hospitality and Tourism Industry Over Time

Fitri Aprilianty

3. An Analysis of AI Technology-Based Service Encounters: Repercussions for Hospitality and Tourism Operations 

Mahvish Zahara

4. AI-driven VR and the Immersive Experience. A Companion or a Competitor for Tourism? 

Codrin Chiru

Part II. Tourism and Hospitality Industry Transformations Driven by AI 

5. The Role of Artificial Intelligence in Hotel Operations: Revolutionising Efficiency 

Omar AI-Habash

6. AI and Personalisation: Tailoring the Guest Experience in the Tourism and Hospitality Sector

Valeria Scutaru and Ioana Stoica

7. Travel Planning with Artificial Intelligence: Virtual Assistants and Recommendation Systems 

Madara Kandanam

8. The Role of Artificial Intelligence in Sustainable Tourism 

Saira Sultana

Part III. Emerging Technologies and Their Applications

9. Blockchain for Secure Transactions in Tourism and Hospitality Management

Anak Agung Ngurah Tata Pinandhika and Ilma Aulia Zaim

10. Tourism Using Augmented and Virtual Reality: Phygital Tourism

Andrina Halder

11. The Internet of Things (IoT) and Smart Destinations

Andrina Halder

12. Big Data Analytics in Travel and Hospitality 

Sajeel Ahmed

Part IV. AI Strategy and Management

13. Strategic Planning for AI in Tourism Businesses: AI Tourism Start-Ups

Helnaz Ahmadi Lari and Andreea-Ramona Soare

14. Managing AI Projects: From Concept to Execution 

Augusta Evans

15. Future-Proofing: AI and Long-term Strategic Vision

Afifah Alwani Ramlee and Faiz Masnan

16. The Ethics of AI in Tourism and Hospitality

Sajeel Ahmed

Biography

Maria Jesus Jerez-Jerez is a senior lecturer and course leader in International Business at the University of Bedfordshire, UK, and a senior fellow of the Higher Education Academy. Her research interests focus on disruptive innovation in international business.

Claudia Sevilla-Sevilla is a professor of Marketing at UNED in Madrid and a member of the EU Jean Monnet Chair in Digital Economy. Her research focuses on marketing, tourism, and sustainability, building on her extensive professional experience as a marketing consultant in the tourism and hospitality sector.

Lidia Aguiar-Castillo is a senior researcher at the University of Las Palmas de Gran Canaria (ULPGC) with a PhD in Enterprise, Internet, and ICT (Cum Laude, with international mention). Her research focuses on ICT applications in tourism and enterprise, supported by her professional experience in computing and project management, including a postdoctoral fellowship at CVUT (Prague Technical University).

“The book The Role of Artificial Intelligence in Tourism and Hospitality is a timely and insightful exploration of how AI is transforming the tourism and hospitality industry. It offers a forward-looking perspective on the applications, management, and impact of AI within these sectors. The book addresses critical challenges while highlighting opportunities for strategic, innovative, and sustainable advancements. It serves as a valuable resource for scholars and professionals eager to stay ahead in an era of AI-driven business transformation.”

-Professor Yanqing Duan, University of Bedfordshire, UK.

 “This comprehensive book delves into the intersection of AI and the tourism and hospitality industry, offering readers an insightful journey. From establishing the foundations of AI's role in this vibrant sector to exploring its transformative potential, the book serves as both a guide and an inspiration. Part I lays the groundwork by exploring the historical development and ethical considerations of AI, emphasising its critical role in driving innovation and competitiveness. Part II highlights real-world applications of AI, showcasing how it enhances operational performance and customer experiences while addressing global challenges like climate change and sustainability. The exploration continues in Part III, where emerging technologies such as blockchain, IoT, and big data are studied, unveiling their potential to revolutionise travel and destination security. Finally, Part IV offers a strategic lens, focusing on the integration of this transformative technology into business models and the creation of innovative, tech-driven experiences. This book is a must-read for industry professionals, researchers, and anyone intrigued by how technology is reshaping tourism and hospitality. It not only sheds light on current advancements but also inspires a forward-thinking approach to leveraging AI for sustainable growth and customer satisfaction in the industry.”

-Professor Rafael Pérez-Jiménez, University of Las Palmas de Gran Canaria, Spain.