The ethics of AI in hospitality and tourism: challenges and opportunities

This innovative and timely book critically explores ethical and governance issues and debates relating to the use of Artificial Intelligence (AI) in the hospitality and tourism industries. The hospitality and tourism sectors are at the forefront of technological advancements, with AI playing a pivotal role in transforming customer engagement, operational strategies, and decision-making processes. Recent innovations, particularly in generative AI applications such as chatbots, content creation, and predictive analytics, have revolutionised how services are delivered and experienced. However, these advancements come with ethical challenges, including privacy concerns in personalised marketing, biases in decision-making algorithms, the lack of transparency in AI-driven processes, issues of equity, diversity, and inclusion, and disparities that perpetuate systemic biases. The book aims to help businesses, researchers, and policymakers tackle these challenges and adopt responsible AI practices. This important and topical volume offers academics, researchers, and policymakers an interdisciplinary exploration of the ethical complexities of AI in the tourism and hospitality industries and strategies to foster inclusivity and mitigate these issues.