Abstract
ABSTRACT As pricing in hospitality and tourism evolves due to the opportunities presented by artificial intelligence (AI), so do the concerns that come with technological advancements. There is a fine line between what is possible, what is profitable, and what is ethical, sustainable and responsible in the use of AI for pricing. This viewpoint article draws attention to the dark side of pricing, and presents a framework towards sustainable pricing, against the backdrop of the current European Union legal framework. The framework includes ethical guidelines, self-regulation, self-protection and technological regulation, which should be considered as a whole.
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