AI as a mediating quasi-stakeholder: rethinking coopetition in hotel marketing consortia

Artificial intelligence (AI) is reshaping inter-organisational relationships in tourism and hospitality, yet its role within coopetitive networks remains underexplored. This research letter develops a conceptual framework that positions AI as a mediating quasi-stakeholder, extending Stakeholder Theory (ST) through the integration of Coopetition Theory (CT) and Actor–Network Theory (ANT). Using hotel marketing consortia (HMCs) as an illustrative context, we argue that AI-enabled decision-support systems actively mediate visibility, resource allocation, coordination, and value distribution through algorithmic processes, thereby influencing the balance between cooperation and competition among independent hotels. The paper advances four theoretical propositions linking AI mechanisms, algorithmic mediation, coopetition outcomes, and algorithmic governance. In doing so, it contributes to the emerging literature on AI-enabled inter-organisational relationships by introducing a novel conceptualisation of AI that moves beyond its traditional role as a technological resource. The study also highlights the importance of algorithmic governance, emphasising transparency, explainability, fairness, and accountability as key mechanisms for sustaining trust and equitable value distribution within digitally mediated hospitality ecosystems. Finally, the proposed framework provides a foundation for future empirical research across tourism and hospitality contexts where AI increasingly mediates strategic interactions.