Artificial intelligence research in hospitality: a state-of-the-art review and future directions

Abstract

Purpose The purpose of this study is to analyze state-of-the-art knowledge of artificial intelligence (AI) research in hospitality. Design/methodology/approach This study adopts the theory-context-methods framework to systematically review 100 AI-related articles recently published (i.e. from 2021 to April 2023) in three top-tier hospitality journals, namely, the International Journal of Contemporary Hospitality Management, International Journal of Hospitality Management and Journal of Hospitality Marketing and Management. Findings Findings suggest that studies of AI applications in hospitality are mostly theory-driven, whereas most AI methods research adopts a data-driven approach. State-of-the-art AI applications research exhibits the most interest in service robots. In AI methods research, little attention was paid to the amid-service/experience. Research limitations/implications This study reveals inadequacies in theory, context and methods in contemporary AI research. More research from hospitality suppliers’ perspectives and research on generative AI applications are advocated in response to the unveiled research gaps and recent AI developments. Originality/value This study classifies the most recent AI research in hospitality into two main streams – AI applications research and AI methods research – and discusses the gaps in each research stream and latest AI developments. The paper then suggests future research directions to guide researchers in advancing AI research in hospitality.