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The Ethical Implications of AI-Powered Personalization in Hospitality and Tourism
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Author(s): Anthony Tee Mooi Kwong (Universiti Tunku Abdul Rahman, Malaysia), Shida Irwana Omar (Universiti Sains Malaysia, Malaysia)and Mansor Nur Aliah (Universiti Tunku Abdul Rahman, Malaysia)
Copyright: 2024
Pages: 20
Source title:
Impact of AI and Tech-Driven Solutions in Hospitality and Tourism
Source Author(s)/Editor(s): Mohammad Badruddoza Talukder (International University of Business Agriculture and Technology, Bangladesh), Sanjeev Kumar (Lovely Professional University, India)and Pankaj Kumar Tyagi (University Institute of Tourism and Hospitality Management, Chandigarh University, Mohali, India)
DOI: 10.4018/979-8-3693-6755-1.ch006
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Abstract
The hospitality and tourism industries are revolutionized by AI-powered personalization, enhancing guest experiences and boosting revenue. However, this advancement raises ethical concerns, notably around data privacy, transparency, guest consent, and potential algorithmic discrimination. This chapter discusses these issues, focusing on how algorithmic bias affects inclusivity in travel. It proposes mitigation strategies such as ethical frameworks, robust data security, and user control over personal information. Addressing bias through diverse datasets and human oversight is emphasized. The future of AI in hospitality requires balancing personalization with ethical considerations. Recommendations for stakeholders aim to ensure a responsible, sustainable future for AI-driven travel experiences.
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