ABSTRACT
In the era of globalization, customization, and consumerism, there is an indiscriminate race to gain the trust and faith of customers/guests to generate and survive in the tourism and hospitality industries.
The most influential factor in hospitality and tourism is loyalty, which includes satisfaction and trust and can be better understood with the help of technology. The travel and hospitality sectors have recognized the potential usefulness of big data analytics.
This study was conducted using secondary data (metadata) extracted from one of the most reliable Scopus databases on July 5, 2022. Metadata were removed from the keywords “artificial intelligence in the tourism and the hospitality industry since inception.”
Documents have been available since 1987, and a total of 1348 documents were extracted initially; however, during the filtering process, 196 documents were removed because of insufficient and improper data. Finally, 1152 data were used for the final study using Biblioshiny (R package) and VOSviewer software. There has been a significant increase in publications on AI in the hospitality and tourism fields.
The most critical and pertinent factor for the success of the hospitality and tourism industries lies in artificial intelligence/machine learning to understand guests’ happiness, satisfaction, trust and revisit intention.
The relationship between big data, the Internet of Things (IoT), decision support systems, forecasting, innovation, and marketing is significant. Machine learning is a cluster that holds keywords, such as deep learning, smart tourism, neural language processing, sentiment analysis, social media, and recommendation system that can attract attention in the hospitality and tourism industries.
Some pre-processing options, such as removing duplicate documents, are unavailable in R software’s Bibliometrix package, which are the limitations of the present study. Further research may involve the same in other service industries by following the same methodology and it can be compared with the output of the current study.
