Introduction: ethics of AI in hospitality and tourism and strategic research agenda

Sanaz Vatankhah; Yanqing Duan; Roya Rahimi

doi:10.4324/9781003643951-1

Introduction: ethics of AI in hospitality and tourism and strategic research agenda

University of Wolverhampton

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

Artificial Intelligence (AI) is reshaping the global tourism and hospitality (T&H) landscape, industries traditionally defined by high-touch human interaction, cultural sensitivity, and service personalisation. The integration of AI, particularly in the form of generative tools, service robots, algorithmic recommendation systems, and predictive analytics, has accelerated following the COVID-19 pandemic and ongoing labour shortages (Zahidi et al., 2024; Wang, 2025). From AI-powered concierges that provide 24/7 multilingual assistance (Liu et al., 2024) to facial recognition check-in systems and hyper-personalised marketing campaigns (Bulchand-Gidumal et al., 2024), the technological transformation promises a paradigm shift in how services are designed, delivered, and experienced.

Original language	English
Title of host publication	The Ethics of AI in Hospitality and Tourism
Subtitle of host publication	Challenges and Opportunities
Editors	Sanaz Vatankhah, Yanqing Duan, Roya Rahimi
Publisher	Routledge
Pages	1-24
Number of pages	24
ISBN (Electronic)	9781040906712
ISBN (Print)	9781041081449
DOIs	https://doi.org/10.4324/9781003643951-1
Publication status	Accepted/In press - 1 Jan 2026

Keywords

Artificial Intelligence
tourism
hospitality

ASJC Scopus subject areas

General Business,Management and Accounting
General Economics,Econometrics and Finance

Access to Document

10.4324/9781003643951-1

https://www.taylorfrancis.com/chapters/edit/10.4324/9781003643951-1/introduction-sanaz-vatankhah-yanqing-duan-roya-rahimi

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Introduction: ethics of AI in hospitality and tourism and strategic research agenda. / Vatankhah, Sanaz ; Duan, Yanqing; Rahimi, Roya.
The Ethics of AI in Hospitality and Tourism: Challenges and Opportunities. ed. / Sanaz Vatankhah; Yanqing Duan; Roya Rahimi. Routledge, 2026. p. 1-24.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

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Introduction: ethics of AI in hospitality and tourism and strategic research agenda

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Keywords

ASJC Scopus subject areas

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