Chapter 7: Emerging Use of Artificial Intelligence (AI) and Robotics in the Hotel Sub-Sector of the Tourism Industry: Exploring Awareness, Preferred Operational Use, Expectations and Concerns

Recent technological advancements in the fields of Artificial Intelligence (AI) and robotics in developed economies have intrinsically pervaded social economic and political platforms across the globe. This chapter investigates the awareness, preparedness, expectations and concerns of hotel managers of the emerging technologies, with a particular focus on hotel industry players in the Western Region of Ghana. Drawing on recent empirical and theoretical studies, the chapter critically examines how varying levels of knowledge, technological readiness and ethical considerations shape stakeholder responses. The analysis reveals a high level of awareness mostly sourced from social media, the internet and television. Data indicate that the use of AI and robotics technologies would be preferred in certain operational areas in the hotel sub-sector of tourism and hospitality industry. However, there are major perceived concerns regarding detrimental impacts on the operations of the hotel sub-sector even though positive impacts, especially on efficiency in operations, are expected. The study recommends the institution of a policy to drive public education on the subject to improve public awareness and knowledge about AI and Robotics technologies. Further, the need to foster synergy among technical experts, academics, policymakers and industry players ought to be prioritized to develop, if not enhance, regulatory frameworks for the adoption of AI and Robotics technologies in the hotel sub-sector to enhance operations to maximize benefits in sector for economic development.