An Overlook to The Use of Artifıicial Intelligence in Hospitality and Tourism Industry: Prospects and Challenges

Artificial Intelligence (AI) emerged in hospitality and tourism in the late 1990s to emulate human intelligence in performing tasks and problem-solving activities. Recognizing the significance of AI tools in the Hospitality and Tourism (H&T) industry, this study investigates their application by conducting semi-structured interviews with industry professionals and experts. Semi-structured interviews were conducted with twelve professionals from two different countries. The research is based on the diffusion of innovation theory and presents professionals' perspectives on Artificial Intelligence. The analysis of findings revealed four main themes: Perspectives, adoption, and experiences; Advantages (cost reduction, customer preferences, demand forecasting, resource allocation and optimum pricing, operational efficiency, content creation); Disadvantages (data accuracy and wrong prediction probability, data privacy, ethical concerns, copyright, less human contact, discrimination or exclusion of minorities) and prospects (get ready for the Future, smarter and better Future, points to consider). The participants are quite cautious as the nature of the hospitality and tourism industry is mainly human-focused. They prioritize ensuring the safety of their customers, employees, and organization and as maintaining guest and employee satisfaction. The study draws a view of the prospects and challenges of AI in H&T based on the views of professionals and experts.