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AI and Personalisation

Research Output: Chapter in Book/Report/Conference proceeding Chapter Peer-review

Open access

Abstract

This chapter explores how Artificial Intelligence (AI) and Virtual Reality (VR) have revolutionised the tourism and hospitality (T&H) industry by leveraging their power to enhance guest experiences and boost efficiency. VR is a complementary tool to AI that provides “try-before-you-buy” environments that eliminate uncertainty in the decision process when making travel plans. The chapter illustrates how AI and VR have the potential to revolutionise guest satisfaction, loyalty, and sustainability within the industry through various examples from Dubai. Despite their advantages, balancing technological innovation with the critical human elements of hospitality remains a key challenge. The integration of these technologies requires robust policies to address ethical challenges, such as data privacy and algorithmic biases. The chapter closes with a discussion of these obstacles and recommendations for future research, indicating the need for strategic guest-driven implementation to ensure the long-term viability of the T&H industry.

Publication Information

Output type

Research Output: Chapter in Book/Report/Conference proceeding Chapter Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 119-134 (16 pages)

Publication milestones

  • Published - 05/06/2025

Publication status

Published - 05/06/2025

Publisher

Taylor & Francis, Australia, United States, United Kingdom, Sweden, Singapore

ISBN (Print)

9781032898865

ISBN (Electronic)

9781040370803

External Publication IDs

  • handle.net: 10547/626818
  • Scopus: 105004967690

Host publication title

The Role of Artificial Intelligence in the Tourism and Hospitality Sector

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