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The Contribution of AI Applications to Customer Value Creation in Hospitality
Abstract
Artificial intelligence (AI) is considered as key driver of innovation in many sectors, including hospitality. The gaps in the literature highlight the need for a thorough and integrated study of the impact of AI in hospitality, particularly in relation to the customer experience. This research fills this gap by shedding light on how AI can transform value creation practices through interactions between hotels and their guests by providing an analysis of the main current applications of AI applied in the hotel sector. A systematic literature review was carried out to explore the role of AI in the hospitality sector, highlighting its impact on customer experience and value creation. The PRISMA method was adopted and data were collected from Scopus. A final list of 54 Book chapters of IGI GLOBAL and journal articles were included to broaden perspectives. Thematic analysis was used in this systematic review to effectively structure the results and properly address the research objectives.
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