Published Article

This study explores the adoption of Artificial Intelligence (AI) in tourism and hospitality practice

and management, highlighting both prospects and challenges. AI enhances efficiency through automation, personalization, and real-time data analytics, transforming customer experience and service delivery. Technologies like chatbots, smart assistants, and AI-driven analytics are becoming integral to operational strategies. However, issues such as high implementation costs, data privacy concerns, and workforce disruption pose significant barriers. The research emphasizes the need for strategic planning, ethical frameworks, and staff training. By addressing these challenges, AI can sustainably enhance competitiveness and innovation in the sector. The study concluded that effective adoption demands a balance between innovation and human touch. Sustainable integration requires robust strategies, training, and policy support. The study also recommended that leadership should champion AI adoption by setting clear visions, involving stakeholders, and managing cultural shifts in the organization.

KEYWORD: Artificial Intelligence, Tourism And Hospitality Practice, Management: The Prospect, Challenges