Journal of Hospitality and Tourism Education
SPECIAL ISSUE
Artificial Intelligence (AI) in Teaching and Learning for Hospitality and Tourism Education
Call for Papers
In the era of digital transformation, Artificial Intelligence (AI) has emerged as a powerful general-purpose technology capable of revolutionizing various industries. The rapid advancement of AI technologies, including generative AI (e.g., GPT-4), robotics, computer vision, and machine learning is reshaping the landscape of the H&T industry. These technologies are being integrated into various aspects of the sector, from customer service and operations and revenue management to marketing and strategic decision-making (Huang et al., 2022). However, the role of AI and generative AI (genAI) in higher education over the long terms remains an open question (Swaak, 2024).
As AI and genAI continue to permeate the hospitality and tourism industry, it brings about significant changes and challenges for both professionals and educators (Yusuf et al., 2024). This rapid technological advancement also underscores the urgency of integrating AI technologies into educational and training programs within the hospitality and tourism sector (Al-Zahrani, 2023). Educational institutions face the critical task of adapting their curricula and teaching methodologies to prepare future professionals equipped with the in-demand skills and knowledge necessary to thrive in an AI-infused landscape (Adeyinka-Ojo et al., 2020). This includes not only understanding AI technologies but also developing competencies in data literacy, ethical considerations, and AI-driven decision-making processes (Adeyinka-Ojo et al., 2020). The challenge lies in striking a balance between traditional hospitality skills and new technological proficiencies. The rapid advancements in AI will likely bring disruptive changes to the H&T industry and transfer how educators and research approach operations, marketing, human resources, revenue management, accounting, finance, and other management strategies (Dogru et al., 2023). The evolving landscape calls for a continuous re-evaluation of educational content, ensuring it remains relevant and forward-thinking in addressing the needs of both the industry and the students.
