Abstract:
This study explores the applications of artificial intelligence (AI) in the
travel, hospitality, and tourism sectors. A systematic literature review was
conducted to gather and analyse knowledge in this domain, utilising the
SPAR-4-SLR protocol for the review process. The 5W+1H framework was
employed to structure and report the findings. A comprehensive extraction
and analysis procedure identified relevant insights using content analysis.
The results highlight several potential AI applications in these sectors,
including chatbots, the Internet of Things (IoT), predictive analytics, natural
language processing, robotics and automation, image and video recognition,
and virtual, augmented, and mixed reality technologies. The roles of a
chatbot are real-time assistance, booking support, personalised
recommendations, multilingual customer interaction, post-travel
engagement, and customer experience. The role of IoT is in smart hotel
rooms, smart airports, wearable technology, location-based beacons,
wristbands in theme parks, smart cities, and customer experiences.
Predictive analytics is used for demand forecasting, dynamic pricing, airline
operations, revenue management, tailored travel packages, destination
management, and data-driven decision-making. Robotics and automation
are applied to enhance customer service, operational efficiency, streamlined
operations, and attraction engagement. Virtual, Augmented, and mixed
reality include exploring destinations, virtual walkthroughs, pre-trip
experiences, real-time experiences, interactive tours, virtual concierge
services, themed resorts, and entertainment destinations, enhancing
personalisation and innovative engagement. This research provides
valuable insights into the transformative role of AI in the business sector and
the travel, hospitality, and tourism industries, offering guidance for
enhancing efficiency, personalisation, and innovation. It also highlights the
need for supportive policies and ethical frameworks to ensure responsible
AI adoption, benefiting businesses, customers, and society.
