![]() AI and voice recognition technology are integral parts of the so-called ‘new normal’ hospitality. What was regarded as a disadvantage of automation, the loss of human touch in interactions, is now considered as an advantage. Intelligent automation represented by both embodied and disembodied AI is likely to disrupt most of hotel operations, as safety remains the main value of all COVID-19 era travels. Technology, smartness, robotics, Artificial Intelligence (AI) revolutionise tourism and hospitality industries, by reengineering the entire ecosystem. This concept contributes to human-computer interactions in the hotel industry. The paper proposes a model which illustrates the essence of speech-based interactions between hotels and guests via voice assistants. The findings revealed that benefits associated with the application of voice-based digital assistants in hospitality outweigh the drawbacks for both hotels and guests. This was done by the means of inductive qualitative research using 28 semi-structured interviews. This study analysed the role of voice devices for mediating interactions between hotels and guests from both the hospitality technology providers’ and guests’ perspectives. There is limited research on the phenomenon of voice-based digital assistants and a research gap in their adoption by hotels for automating workflows and enhancing guests’ experiences. Despite the recent release of purpose-developed in-room voice assistants for hotels, they have not been widely deployed by hospitality companies. Voice-based artificial intelligence (AI) devices transform human-computer bidirectional interactions with new touchpoints.
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