Factors affecting value co-creation through artificial intelligence in tourism

A general literature review

Bibliographic Data

ID19554149
AuthorsKonstantinos Solakis (0000-0001-9504-5196, Cyprus University of Technology, corresponding author), Vicky Katsoni (0000-0002-4808-9564, University of West Attica), Ali B Mahmoud (0000-0002-3790-1107, St. John's University), Nicholas Grigoriou (0000-0003-4163-7852, Monash University)
Year2024
Volume10
Issue1
Pages116-130
Publication date2024-04-22
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Tourism Futures (JOURNAL)
Journal identifiersISSN: 2055-5911 • E-ISSN: 2055-592X
PublisherEmerald (PUBLISHER)
DOI10.1108/jtf-06-2021-0157
OpenAlexW4225412216
LanguageEN
Citations received25
References cited66

Purpose This is a general review study aiming to specify the key customer-based factors and technologies that influence the value co-creation (VCC) process through artificial intelligence (AI) and automation in the hospitality and tourism industry. Design/methodology/approach The study uses a theory-based general literature review approach to explore key customer-based factors and technologies influencing VCC in the tourism industry. By reviewing the relevant literature, the authors conclude a theoretical framework postulating the determinants of VCC in the AI-driven tourism industry. Findings This paper identifies customers' perceptions, attitudes, trust, social influence, hedonic motivations, anthropomorphism and prior experience as customer-based factors to VCC through the use of AI. Service robots, AI-enabled self-service kiosks, chatbots, metaversal tourism and new reality, machine learning (ML) and natural language processing (NLP) are technologies that influence VCC. Research limitations/implications The results of this research inform a theoretical framework articulating the human and AI elements for future research set to expand the models predicting VCC in the tourism industry. Originality/value Few studies have examined consumer-related factors that influence their participation in the VCC process through automation and AI

Business · Data science · Hospitality industry · Knowledge management · Originality · Political science · Qualitative research · Sociology · Tourism · AI in Service Interactions · Computer Science · Digital Marketing and Social Media · Service and Product Innovation · Marketing

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