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The purpose of this paper is to highlight the role and impact of artificial intelligence in tourism and hospitality. For this purpose, a systematic search of the available relevant literature in Google Scholar database was conducted. The research has shown that the influence of artificial intelligence is undeniable and that it has led to a paradigm shift in tourism and hospitality, from "business-centric" to "consumer- centric" and from "standards-driven" to "data- driven". The contribution of this study is that it discusses the application and role of artificial intelligence through practical examples and theoretical considerations. In this way, the main advantages of the application have been highlighted, but also some questions have been raised, as a starting point for future research. |
