Automation and artificial intelligence in hospitality and tourism

Purpose: This study aims to develop a framework to identify and prioritize the key factors in automation and artificial intelligence (AI) implementation in the hospitality and tourism industry. Design/Methodology/Approach: This paper used the analytic hierarchy process, a multi-criteria decision-making method, to prioritize the factors influencing automation and AI implementation. This paper developed a model with five criteria (human knowledge, services, robotics applications, internal environment and institutional environment) and 23 sub-criteria obtained from previous studies. This paper designed a questionnaire in the form of pairwise comparisons based on the proposed hierarchical structure. This paper used a nine-point ranking scale to show the relative significance of each variable in the hierarchy and tested the model among staff from 35 five-star hotels and top-rated tourism agencies in the United Arab Emirates. Findings: Human knowledge, services and robotics applications were the most significant factors influencing automation and AI implementation. Practitioners and researchers in the hospitality and tourism industry could apply the proposed framework to develop sustainable strategies for implementing and managing automation and AI. The proposed framework may also be useful in future studies examining AI implementation in the hospitality and tourism industry. Originality/Value: This paper developed a framework for policymakers that identifies and could help to overcome some of the challenges in implementing automation and AI in the hospitality and tourism sector around the world. The results provide an agenda for future research in this area.