Artificial Intelligence Adoption in Hospitality and Tourism: A Science Mapping Approach

Objective - Artificial intelligence (AI) is an emerging field in the service industry. To increase customer satisfaction either through customisation or personalisation and to counter the challenge of finding skilled manpower, AI adoption in the hospitality and tourism industry (H&TI) can be a milestone achievement. Methodology – This study applied a combined approach of performance analysis and science mapping to identify the growth and citation pattern, co-word analysis and thematic development based on the literature published in Scopus and Web of Science (WoS) databases since its evolution. Findings and novelty – Publication growth on AI adoption in H&TI has taken a manifold turn in the last five years. Science mapping analysis, such as co-word clustering, developed themes like interconnectivity, connectivity, experience, transformation, and diversity, which can help H&TI match the growing expectations of travelers and increase business. Five central themes were developed based on the article Bibliographic Coupling Analysis (BCA), which highlighted the critical information that can lay the foundation for H&TI to move forward in AI adoption to survive and stay ahead in this competitive market. Additionally, this article has uncovered important information such as authors, countries, and organisation contributions, which can also generate critical information. Future researchers can explore the uncovered area of the study and unearth the hidden information. Type of Paper: Review JEL Classification: J24, Z32 Keywords: Artificial Intelligence, Hospitality, Robotics, Science mapping, Tourism Reference to this paper should be referred to as follows: Kumar, D.; Shandilya, A.K, Shandilya; Kumar, S. (2024). Artificial Intelligence Adoption in Hospitality and Tourism: A Science Mapping Approach, GATR-Global J. Bus. Soc. Sci. Review, 12(4), 209–217. https://doi.org/10.35609/gjbssr.2024.12.4(5)