THE TRANSFORMATION OF THE HOSPITALITY INDUSTRY IN FACING THE DIGITAL TECHNOLOGY ERA: OPPORTUNITIES, CHALLENGES, AND INNOVATIONS
DOI:
https://doi.org/10.1234/aira.v4i2.96Keywords:
hospitality, innovation, challenges, opportunities, digital transformation, artificial intelligence, Internet of ThingsAbstract
The hospitality industry is experiencing a significant digital transformation characterized by the integration of advanced technologies such as artificial intelligence (AI), the Internet of Things (IoT), and mobile applications, which are reshaping operational processes, service delivery models, and sustainability practices. This transformation offers numerous opportunities, including enhanced customer experience personalization, improved operational efficiency, and innovative service models like unmanned smart hotels and metaverse-enabled environments. However, it also presents challenges such as the complexity of integrating new technologies with legacy systems, the need for continuous workforce training, maintaining the human touch in digital interactions, addressing the digital divide among consumers, and ensuring robust cybersecurity and data privacy. The dynamic interplay of these factors requires hospitality organizations to adopt agile strategies that balance technological innovation with traditional service values, enabling them to meet evolving customer expectations while promoting sustainable growth in a highly competitive digital era.
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