AI in the Hospitality, Travel, and Tourism Industries, an Opportunity or a Threat?

Authors

Efin Shu, Universitas Pelita Harapan, Jalan Imam Bonjol no. 6, Medan, Sumatera Utara 20112, IndonesiaFollow

Abstract

Artificial Intelligence (AI) has had a profound impact on the way people do business around the world, including in the hospitality, travel, and tourism industries. Despite the promising capabilities presented by AI technology, this technology also presents some threats to these industries. The primary risk lies in the reduction of human talent and the elimination of jobs. This creates a dilemma whether to keep up with this technology or withhold from it. Therefore, this study explores recommendations to the stakeholders in these industries regarding their future strategies in light of the opportunities and threats presented by this technology. The data was collected by exploring relevant literature through Google Scholar and the Google search engine. The findings indicate that if these industries are to be sustainable, they are challenged to redesign their structures and business processes during the technology adoption process. In addition, the industry must strike the right balance between the utilization of AI and human interactions to gain a competitive advantage and to compete in these industries.

Recommended Citation

Shu, Efin (2024) "AI in the Hospitality, Travel, and Tourism Industries, an Opportunity or a Threat?," Bulletin of Culinary Art and Hospitality: Vol. 4: Iss. 1, Article 1.
DOI: https://doi.org/10.17977/um069v4i12024p1-5
Available at: https://citeus.um.ac.id/bocah/vol4/iss1/1