Conceptual Framework of the Use of Robots, Artificial Intelligence and Service Automation in Travel, Tourism, and Hospitality Companies

Purpose: The purpose of this chapter is to elaborate on the major conceptual and practical considerations of the use of robots, artificial intelligence and service automation (RAISA) in travel, tourism, and hospitality companies (TTH).Design/methodology/approach: The chapter develops a conceptual framework of the major issues related to the use of RAISA in the travel, tourism and hospitality context.Findings: The findings indicate that while there is a creeping incursion of RAISA into TTH, there are major concerns that the TTH industry has to consider in regard to automating TTH services.Practical implications: In a practical sense, the chapter identifies the decisions that TTH industry professionals need to take when dealing with RAISA technologies. Furthermore, the chapter elaborates on the impacts RAISA have on business operations, marketing management, human resources and financial management of TTH companies. The TTH industry has to adjust its practices and communicate with its workforce in ways as not to increase Luddite tendencies and resistance among employees.Social implications: The analysis shows that there is an upcoming era in which automation of services will be so advanced that wealthy countries may not need to import labour to make up with its own aging workforce, suggesting that RAISA and its further development has the potential for disrupting society and international relations.Originality/value: This chapter provides a comprehensive review of the issues related to the use of RAISA in the TTH industry, including the drivers of RAISA adoption in tourism, advantages and disadvantages of RAISA technologies compared to human employees, decisions that managers need to take, and the impacts of RAISA on business processes. It shows how macroenvironmental pressures shape the microeconomic decisions to use RAISA in a TTH context.