In recent years, the Travel and Hospitality industry has undergone a profound transformation due to the rapid advancement of Artificial Intelligence (AI). AI applications have reshaped the way tourism services are distributed, consumed, and managed, leading to a significant impact on business models, customer interactions, and operational efficiencies. The advent of generative AI has further accelerated this evolution, enabling more sophisticated personalization, automated content creation, and enhanced decision-making processes, ultimately transforming both the customer experience and industry operations. The aim of this research is to provide a structured framework based on empirical evidence of the relations between Objectives, Technologies and AI Adoption. To analyze the topics, first, a literature review was carried out with the aim of understanding the main AI technologies and applications currently present in the industry, as well as possible research gaps emerging. After a first analysis, 8 semi- structured interviews have been conducted, over a month period in December 2024, to understand how current players are dealing with and implementing AI technologies. The study identifies three primary drivers for AI adoption: innovation, automation, and service enhancement. Through interviews the research highlights the strategic motivations behind AI investments and the role of technologies such as virtual assistants, biometrics, generative AI, and machine learning. Furthermore, it identifies the main challenges and opportunities faced by the companies in adopting the technologies with a special regard to data management and change management. Finally, it is important to acknowledge the limitations of this study. Given the rapidly evolving nature of AI, which continues to reshape industries on a daily basis, the findings presented here may be subject to change as new technologies emerge and adoption strategies evolve. Therefore, a future analysis is recommended to assess whether the results remain valid over time and to capture potential changes. Additionally, the study is based on a relatively small sample size, which may not fully capture the diversity of AI implementations across the industry. Expanding the scope of future research to include a broader range of companies and geographic contexts would enhance the generalizability of the findings.
Negli ultimi anni, il settore dei viaggi e dell'ospitalità ha subito una profonda trasformazione a causa del rapido progresso dell'Antelligenza Artificiale (IA). Le applicazioni di IA hanno rimodellato il modo in cui i servizi turistici vengono distribuiti, consumati e gestiti, con un impatto significativo sui modelli di business, sulle interazioni con i clienti e sull'efficienza operativa. L'avvento dell'IA generativa ha ulteriormente accelerato questa evoluzione, consentendo una personalizzazione più sofisticata, la creazione automatizzata di contenuti e processi decisionali migliorati, trasformando in ultima analisi sia l'esperienza del cliente che le operazioni del settore. L'obiettivo di questa ricerca è fornire un quadro strutturato basato su prove empiriche delle relazioni tra obiettivi, tecnologie e adozione dell'IA. Per analizzare gli argomenti, è stata prima effettuata una revisione della letteratura con l'obiettivo di comprendere le principali tecnologie e applicazioni di IA attualmente presenti nel settore, nonché le possibili lacune di ricerca. Dopo una prima analisi, sono state condotte 8 interviste semi-strutturate, nell'arco di un mese nel dicembre 2024, per capire come gli attori stanno attualmente affrontando e implementando le tecnologie di IA. Lo studio identifica tre fattori principali per l'adozione dell'IA: innovazione, automazione e miglioramento del servizio. Attraverso le interviste, la ricerca evidenzia le motivazioni strategiche alla base degli investimenti nell'IA e il ruolo di tecnologie come gli assistenti virtuali, la biometria, e l'IA generativa. Inoltre, identifica le principali sfide e opportunità che le aziende devono affrontare nell'adozione delle tecnologie, con particolare riguardo alla gestione dei dati e alla gestione del cambiamento. Infine, è importante riconoscere i limiti di questo studio. Data la natura in rapida evoluzione dell'IA, che continua a rimodellare i settori su base giornaliera, i risultati qui presentati possono essere soggetti a variazioni. Pertanto, si raccomanda un'analisi futura per valutare se i risultati rimangono validi nel tempo e per cogliere i potenziali cambiamenti. Inoltre, lo studio si basa su un campione relativamente piccolo, che potrebbe non cogliere appieno la diversità delle implementazioni dell'IA nel settore. Ampliare l'ambito della ricerca futura per includere una gamma più ampia di aziende e contesti geografici migliorerebbe la generalizzabilità dei risultati.
The role of Artificial Intelligence in travel and hospitality: adoption, challenges and future perspectives
GUIDI, ANGELICA
2024/2025
Abstract
In recent years, the Travel and Hospitality industry has undergone a profound transformation due to the rapid advancement of Artificial Intelligence (AI). AI applications have reshaped the way tourism services are distributed, consumed, and managed, leading to a significant impact on business models, customer interactions, and operational efficiencies. The advent of generative AI has further accelerated this evolution, enabling more sophisticated personalization, automated content creation, and enhanced decision-making processes, ultimately transforming both the customer experience and industry operations. The aim of this research is to provide a structured framework based on empirical evidence of the relations between Objectives, Technologies and AI Adoption. To analyze the topics, first, a literature review was carried out with the aim of understanding the main AI technologies and applications currently present in the industry, as well as possible research gaps emerging. After a first analysis, 8 semi- structured interviews have been conducted, over a month period in December 2024, to understand how current players are dealing with and implementing AI technologies. The study identifies three primary drivers for AI adoption: innovation, automation, and service enhancement. Through interviews the research highlights the strategic motivations behind AI investments and the role of technologies such as virtual assistants, biometrics, generative AI, and machine learning. Furthermore, it identifies the main challenges and opportunities faced by the companies in adopting the technologies with a special regard to data management and change management. Finally, it is important to acknowledge the limitations of this study. Given the rapidly evolving nature of AI, which continues to reshape industries on a daily basis, the findings presented here may be subject to change as new technologies emerge and adoption strategies evolve. Therefore, a future analysis is recommended to assess whether the results remain valid over time and to capture potential changes. Additionally, the study is based on a relatively small sample size, which may not fully capture the diversity of AI implementations across the industry. Expanding the scope of future research to include a broader range of companies and geographic contexts would enhance the generalizability of the findings.| File | Dimensione | Formato | |
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Descrizione: The Role of Artificial Intelligence in Travel and Tourism: Adoption, Challenges, and Future Perspectives
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https://hdl.handle.net/10589/235927