The Impact of AI Applications (Virtual Reality and Augmented Reality) in the Hospitality Industry: Opportunities and Challenges

This study explores the impact of artificial intelligence (AI) applications, specifically virtual reality (VR) and augmented reality (AR), in the hospitality industry, focusing on both opportunities and challenges, especially in the context of burgeoning Fourth Generation Cities. Utilizing an exploratory qualitative methodology, semi-structured interviews were conducted with 21 stakeholders, including human resources managers, AI developers, and industry experts. Data collection occurred from January to March 2024 through various mediums, and analysis involved open and axial coding techniques. Findings highlight the transformative potential of AI, VR, and AR technologies in hospitality training, emphasizing enhanced safety, improved learning outcomes, and immersive experiences. Opportunities exist for marketing, skill development, and academic integration. However, challenges include acceptance, implementation, and cost considerations. Despite challenges, AI applications present significant opportunities for the hospitality industry. Future research should focus on scalability, partnerships, and technology adoption strategies to maximize benefits. This study provides insights for industry stakeholders navigating the complexities of AI in hospitality.