U KORAK SA BUDUĆNOŠĆU: ISTRAŽIVANJE UPOTREBE SAVREMENIH INFORMACIONIH TEHNOLOGIJA I VEŠTAČKE INTELIGENCIJE U HOTELIJERSTVU
Sažetak
Hotelska industrija prolazi kroz značajne promene kao posledica tehnološkog napredaka i promenljivih želja gostiju. Veštačka inteligencija (VI) igra sve važniju ulogu u ovom procesu transformacije, omogućavajući hotelima da pruže personalizovana, efikasna i održiva iskustva koja ispunjavaju potrebe modernih putnika. Kroz pregled upotrebe VI u hotelijerstvu, ovaj rad naglašava njen koristan uticaj i izazove i predstavlja studije slučaja koje pokazuju kako hoteli trenutno koriste tehnologiju VI. Prema pregledu literature, VI tehnologija može se koristiti za optimizaciju hotelskih operacija, poboljšanje iskustva gostiju i podršku održivosti. Međutim, upotreba VI tehnologije u hotelijerstvu izaziva i zabrinutost u pogledu zaštite podataka i bezbednosti, gubitka radnih mesta i potrebe za ljudskim nadzorom kako bi se osiguralo etičko i odgovorno korišćenje. Konačno, rad razmatra buduće pravce razvoja VI u hotelijerstvu, ističući pojavu tehnologija glasovne kontrole i proširene stvarnosti kao i potencijalna područja za buduću inovaciju. Ovaj rad doprinosi rastućoj literaturi o upotrebi VI u hotelijerstvu i pruža korisne uvide za menadžere hotela, pružaocima tehnoloških rešenja, kao i istraživačima u polju.
Reference
1. Amazon Alexa (2020), “Alexa for hospitality”, available at: https://www.amazon.com/alexahospitality (accessed 23 Mar 2023)
2. Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114, 106548. https://doi.org/10.1016/j.chb.2020.106548
3. Bharati Rathore. (2023). Integration of Artificial Intelligence& It’s Practices in Apparel Industry. International Journal of New Media Studies (IJNMS), 10(1), 25–37. Retrieved from https://ijnms.com/index.php/ijnms/article/view/40
4. Bounatirou, M., & Lim, A. A. (2020). A Case Study on the Impact of Artificial Intelligence on a Hospitality Company. Advanced Series in Management, 179–187. https://doi.org/10.1108/s1877-636120200000024013
5. Buhalis, D., & Cheng, E. S. Y. (2020). Exploring the Use of Chatbots in Hotels: Technology Providers’ Perspective. Springer EBooks, 231–242. https://doi.org/10.1007/978-3-030-36737-4_19
6. Buhalis, D., & Moldavska, I. (2021). Voice assistants in hospitality: using artificial intelligence for customer service. Journal of Hospitality and Tourism Technology, 13(3), 386–403. https://doi.org/10.1108/jhtt-03-2021-0104
7. Castillo, D. M., Canhoto, A. I., & Said, E. (2021). The dark side of AI-powered service interactions: exploring the process of co-destruction from the customer perspective. Service Industries Journal, 41(13–14), 900–925. https://doi.org/10.1080/02642069.2020.1787993
8. Chen, Y., Hu, Y., Zhou, S., & Yang, S. (2022). Investigating the determinants of performance of artificial intelligence adoption in hospitality industry during COVID-19. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/ijchm-04-2022-0433
9. Cheng, Y., & Jiang, H. (2020). How Do AI-driven Chatbots Impact User Experience? Examining Gratifications, Perceived Privacy Risk, Satisfaction, Loyalty, and Continued Use. Journal of Broadcasting & Electronic Media, 64(4), 592–614. https://doi.org/10.1080/08838151.2020.1834296
10. Daqar, M. a. M. A., & Smoudy, A. K. A. (2019). The Role of Artificial Intelligence on Enhancing Customer Experience. International Review of Management and Marketing, 9(4), 22–31. https://doi.org/10.32479/irmm.8166
11. Díaz, M. P. M., & Duque, C. M. (2021). Open Innovation through Customer Satisfaction: A Logit Model to Explain Customer Recommendations in the Hotel Sector. Journal of Open Innovation, 7(3), 180. https://doi.org/10.3390/joitmc7030180
12. Enache, M. C. (2019). Machine Learning in Tourism Revenue Management. Annals of the University Dunarea de Jos of Galati: Fascicle: I, Economics & Applied Informatics, 25(1).
13. Gangwar, V. P., & Reddy, D. (2023). Hospitality Industry 5.0. IGI Global EBooks, 185–211. https://doi.org/10.4018/978-1-6684-6403-8.ch010
14. Hotelogix. (2018, February 26). How Artificial Intelligence is Changing the Game for the Hotel Industry. Hotel News Resource. https://www.hotelnewsresource.com/article98643.html
15. Hoyer, W. D., Kroschke, M., Schmitt, B. H., Kraume, K., & Shankar, V. (2020). Transforming the Customer Experience Through New Technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
16. Huang, A., Chao, Y., De La Mora Velasco, E., Bilgihan, A., & Wei, W. (2021). When artificial intelligence meets the hospitality and tourism industry: an assessment framework to inform theory and management. Journal of Hospitality and Tourism Insights, 5(5), 1080–1100. https://doi.org/10.1108/jhti-01-2021-0021
17. Johnson, K. C., Arora, P., & Singh, B. (2022). A cross-country analysis of hotel leaders’ response to COVID-19: a way forward. Human Resource Development International, 1–23. https://doi.org/10.1080/13678868.2022.2072701
18. Kapoor, R., & Kapoor, K. (2021). The transition from traditional to digital marketing: a study of the evolution of e-marketing in the Indian hotel industry. Worldwide Hospitality and Tourism Themes, 13(2), 199–213. https://doi.org/10.1108/whatt-10-2020-0124
19. Kiliçhan, R., & Yilmaz, M. (2020). Turi̇zm Ve Otelci̇li̇k Sektöründe Yapay Zeka Ve Roboti̇k Teknoloji̇ler. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. https://doi.org/10.48070/erusosbilder.838193
20. Kliestik, T., Novak, A., & Lăzăroiu, G. (2022). Live Shopping in the Metaverse: Visual and Spatial Analytics, Cognitive Artificial Intelligence Techniques and Algorithms, and Immersive Digital Simulations. Linguistic and Philosophical Investigations, 21(0), 187. https://doi.org/10.22381/lpi21202212
21. Kong, X., Wang, G., & Nichol, A. (2021). Conversational AI with Rasa: Build, test, and deploy AI-powered, enterprise-grade virtual assistants and chatbots. Packt Publishing Ltd.
22. Lau, A. N. (2020). New technologies used in COVID-19 for business survival: Insights from the Hotel Sector in China. Information Technology & Tourism, 22(4), 497–504. https://doi.org/10.1007/s40558-020-00193-z
23. Lee, H. J., Probst, T. M., Bazzoli, A., & Lee, S. (2022). Technology Advancements and Employees’ Qualitative Job Insecurity in the Republic of Korea: Does Training Help? Employer-Provided vs. Self-Paid Training. International Journal of Environmental Research and Public Health, 19(21), 14368. https://doi.org/10.3390/ijerph192114368
24. Lei, S. I., Shen, H., & Ye, S. (2021). A comparison between chatbot and human service: customer perception and reuse intention. International Journal of Contemporary Hospitality Management, 33(11), 3977–3995. https://doi.org/10.1108/ijchm-12-2020-1399
25. Li, J., Bonn, M. A., & Ye, B. H. (2019). Hotel employee’s artificial intelligence and robotics awareness and its impact on turnover intention: The moderating roles of perceived organizational support and competitive psychological climate. Tourism Management, 73, 172–181. https://doi.org/10.1016/j.tourman.2019.02.006
26. Limna, P. (2023). Artificial Intelligence (AI) in the Hospitality Industry: A Review Article. International Journal Of Computing Sciences Research, 7, 1306-1317. Retrieved from //stepacademic.net/ijcsr/article/view/337
27. Loureiro, S. M. C., & Nascimento, J. (2021). Shaping a View on the Influence of Technologies on Sustainable Tourism. Sustainability, 13(22), 12691. https://doi.org/10.3390/su132212691
28. Lukanova, G., & Ilieva, G. (2019). Robots, Artificial Intelligence, and Service Automation in Hotels. Emerald Publishing Limited EBooks, 157–183. https://doi.org/10.1108/978-1-78756-687-320191009
29. Mazurek, G., & Małagocka, K. (2019). Perception of privacy and data protection in the context of the development of artificial intelligence. Journal of Management Analytics, 6(4), 344–364. https://doi.org/10.1080/23270012.2019.1671243
30. Mer, A., & Virdi, A. S. (2023). Navigating the Paradigm Shift in HRM Practices Through the Lens of Artificial Intelligence: A Post-pandemic Perspective. Emerald Publishing Limited EBooks, 123–154. https://doi.org/10.1108/978-1-80382-027-920231007
31. Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Carvajal-Trujillo, E. (2021). The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65, 102842. https://doi.org/10.1016/j.jretconser.2021.102842
32. Nam, K., Dutt, C. S., Chathoth, P. K., Daghfous, A., & Khan, M. S. (2021). The adoption of artificial intelligence and robotics in the hotel industry: prospects and challenges. Electronic Markets, 31(3), 553–574. https://doi.org/10.1007/s12525-020-00442-3
33. Nicić, M., Zimonjić, B., & Štilić, A. (2018). Possible applications of augmented reality at tourist locations utilizing web technologies. Turisticko Poslovanje, 22, 39–50. https://doi.org/10.5937/turpos1822039n
34. Patel, N. ., & Trivedi , S. . (2020). Leveraging Predictive Modeling, Machine Learning Personalization, NLP Customer Support, and AI Chatbots to Increase Customer Loyalty. Empirical Quests for Management Essences, 3(3), 1–24. Retrieved from https://researchberg.com/index.php/eqme/article/view/46
35. Pereira, L. S., & Cerqueira, V. (2021). Forecasting hotel demand for revenue management using machine learning regression methods. Current Issues in Tourism, 25(17), 2733–2750. https://doi.org/10.1080/13683500.2021.1999397
36. Pillai, R., & Sivathanu, B. (2020). Adoption of AI-based chatbots for hospitality and tourism. International Journal of Contemporary Hospitality Management, 32(10), 3199–3226. https://doi.org/10.1108/ijchm-04-2020-0259
37. Prentice, C., Dominique-Ferreira, S., & Wang, X. (2020). The impact of artificial intelligence and employee service quality on customer satisfaction and loyalty. Journal of Hospitality Marketing & Management, 29(7), 739–756. https://doi.org/10.1080/19368623.2020.1722304
38. Puška, A., & Štilić, A. (2022). Unapređenje konkurentnosti zemalja primjenom računarstva u oblaku. Akademski pregled, 5(2), 144-157. http://dx.doi.org/10.7251/AP2202144P
39. R, S. R. B. (2022). Information and Communication Technology Application in the Indian Tourism Industry. Springer EBooks, 327–347. https://doi.org/10.1007/978-981-16-5461-9_20
40. Rahman, M., Amin, R., Liton, N. K., & Hossain, N. M. (2019). Disha: An Implementation of Machine Learning Based Bangla Healthcare Chatbot. Computer and Information Technology. https://doi.org/10.1109/iccit48885.2019.9038579
41. Rajan, P. S., Babu, D. S., & Sameena, M. H. (2023). Chatbots: Their Uses and Impact in the Hospitality Sector. In Machine Learning for Business Analytics (pp. 45-55). Productivity Press.
42. Rawal, Y. S., Soni, H., Dani, R., & Bagchi, P. (2022). A Review on Service Delivery in Tourism and Hospitality Industry Through Artificial Intelligence. Lecture Notes in Networks and Systems, 427–436. https://doi.org/10.1007/978-981-19-1142-2_34
43. Rodrigues, R. (2020). Legal and human rights issues of AI: Gaps, challenges and vulnerabilities. Journal of Responsible Technology, 4, 100005. https://doi.org/10.1016/j.jrt.2020.100005
44. Ruan, Y., & Mezei, J. (2022). When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance? Considering product attribute type. Journal of Retailing and Consumer Services, 68, 103059. https://doi.org/10.1016/j.jretconser.2022.103059
45. Sánchez-Medina, A. J., & C-Sánchez, E. (2020). Using machine learning and big data for efficient forecasting of hotel booking cancellations. International Journal of Hospitality Management, 89, 102546. https://doi.org/10.1016/j.ijhm.2020.102546
46. Shehhi, M. A., & Karathanasopoulos, A. (2020). Forecasting hotel room prices in selected GCC cities using deep learning. Journal of Hospitality and Tourism Management, 42, 40–50. https://doi.org/10.1016/j.jhtm.2019.11.003
47. Solnet, D., Subramony, M., Ford, R. C., Golubovskaya, M., Kang, H. C., & Hancer, M. (2019). Leveraging human touch in service interactions: lessons from hospitality. Journal of Service Management, 30(3), 392–409. https://doi.org/10.1108/josm-12-2018-0380
48. Štilić, A., Nicić, M., & Njeguš, A. (2022). Global Distribution Systems Versus New Distribution Capability and Internet of Things. The European Journal of Applied Economics, 19(1), 81-97. https://doi.org/10.5937/EJAE19-36420
49. Tuomi, A., Tussyadiah, I. P., Ling, E., Miller, G., & Lee, G. (2020). x=(tourism_work) y=(sdg8) while y=true: automate(x). Annals of Tourism Research, 84, 102978. https://doi.org/10.1016/j.annals.2020.102978
50. Ukpabi, D. C., Aslam, B., & Karjaluoto, H. (2019). Chatbot Adoption in Tourism Services: A Conceptual Exploration. Emerald Publishing Limited EBooks, 105–121. https://doi.org/10.1108/978-1-78756-687-320191006
51. Uniyal, R. S. D. M., & Sharma, N. (2020). Emerging Use of Artificial Intelligence, Robots & Service Automation in Hotel Industry. International Journal of Future Generation Communication and Networking, 13(3), 2785-2790.
