Integration of Robotics Technology and Artificial Intelligence in the Transformation of the Tourism Industry: A Critical Viewpoint

Abstract

PurposeThe present paper aims to highlight technological advancement in the tourism and hospitality sector. This article emphasizes the impact of developing technologies such as robotics technologies and artificial intelligence (AI) on the tourism and hospitality industries. The diverse advanced technologies are combined to boost service and customers’ experience in the tourism and hospitality sectors. The study focuses on anticipated challenges and the future scope of AI in the tourism and hospitality sector.Design/methodology/approachThe literature has been reviewed to acquire information on the role of advanced robotics technologies and artificial intelligence in the tourism and hospitality sector. As a result, a systematic analysis is offered in the form of a viewpoint of AI and robotics in the sectors. The research articles were taken from journals published in Scopus and Research Scholar, from online blogs, from Web of Science (WoS) or from the Australian Business Deans Council (ABDC)/UGC-CARE (Universities Grants Commission-Consortium for Academic and Research Ethics) list. As a result, a systematic analysis is offered in the form of a viewpoint of AI and robotics in the tourism and hospitality sector.FindingsAI improves experiential tourism services, but it cannot go beyond the human aspect, which is a fundamental factor of experience tourism. AI serves to complement the future of the tourism and hospitality sector in practice. With artificial intelligence of travel, it is easier to schedule the trip, delivering automated, personalized and informative travel services. AI gives travellers a chance, and allows explorers the opportunity, to find out about their propensities, predisposition interests and customized experience. It is not the case nowadays that a travel agent will discuss with them, see them personally and make lengthy telephone conversations to enquire about travel arrangements.Practical implicationsThe technological advancement in this sector will have practical implications, especially in tourism marketing, and cause positive and enhanced changes, which will improve the entire experience of the tourist through the use of robotics technology and AI. In travel, tourism and hospitality businesses, new technologies, such as chatbots, virtual reality, language translators and so on may be adopted efficiently.Originality/valueThe current viewpoint examines the role and application of robotics technology and AI with the assistance of appropriate industry hypotheses, theories and models. Therefore, the present study will feature the various technologies currently used and that will be utilized in the future.