Chapter 6: AI and Robotics: Exploring the Opportunities and Challenges for the Tourism and Hospitality Industry in Emerging Markets

Artificial Intelligence (AI), robotics and related technologies are changing how customers engage with service providers, and they are also helping to improve service quality, delivery and customer experience in the tourism and hospitality industry. Given that the industry is largely service-oriented and relies heavily on human services, AI adoption is increasing, especially during the COVID-19 pandemic, when businesses need to provide contactless services to customers. Even though introducing AI technologies in the industry has been a huge success, there is limited uptake and adoption in emerging markets. This chapter examines the varied AI and robotic technologies available and applicable in the industry to highlight their prospects and challenges. This chapter highlights several implications around the technological divide in emerging markets that affect the industry’s capacity to respond and cope with COVID-19 disruptions and technological changes to enhance customer service delivery and remain competitive in a dynamic and ever-changing market.