How Artificial Intelligence (AI) Can be Utilized for the Competitive Advantage of an International Luxury Hotel?
Snäll, Anette (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060220913
https://urn.fi/URN:NBN:fi:amk-2023060220913
Tiivistelmä
We live in a world where technology drives business in all industries. It is safe to say that almost every industry uses technology in some shape or form. The hospitality industry is no exception. Artificial Intelligence (AI) is a field of computer science, which aims to create intelligent machines with human-like intelligence. The utilization of AI is a highly current topic, which has evoked conversation on international newspapers and the technology has been widely studied globally. Recently, the use of artificial intelligence has attracted interest in the hotel industry.
This research-based thesis aims to discover how the technology of artificial intelligence could be utilized for the competitive advantage of international luxury hotels. The topic is approached from the perspective of how enhancing the hotel guest experience with the utilization of AI can lead to luxury hotels achieving a competitive advantage.
The theoretical framework presents the concept of artificial intelligence, including its subtypes relevant to the research of this thesis. In addition, the advantages, and disadvantages of implementing the technology are discussed. The utilization of AI poses several ethical issues, which are briefly covered in the theoretical framework. Furthermore, the theoretical framework introduces the luxury hotel market. The essential measures required to achieve a competitive advantage and operational efficiency in luxury hotels are presented along with introducing the reader to the luxury hotel customer and their expectations.
The empirical part of this thesis was conducted as a systematic literature review. The method was chosen, as the aim of this thesis was to produce a broad understanding of how the technology of AI is being utilized by international luxury hotels. For the systematic literature review the author reviewed peer reviewed academic research papers published by internationally recognized research databases.
In the discussion the findings of the theoretical framework and the systematic literature review are presented, and the key findings are drawn by analysing the correlation between the two. Lastly, the author’s evaluation of the thesis process is described along with the reflection on learning.
This research-based thesis aims to discover how the technology of artificial intelligence could be utilized for the competitive advantage of international luxury hotels. The topic is approached from the perspective of how enhancing the hotel guest experience with the utilization of AI can lead to luxury hotels achieving a competitive advantage.
The theoretical framework presents the concept of artificial intelligence, including its subtypes relevant to the research of this thesis. In addition, the advantages, and disadvantages of implementing the technology are discussed. The utilization of AI poses several ethical issues, which are briefly covered in the theoretical framework. Furthermore, the theoretical framework introduces the luxury hotel market. The essential measures required to achieve a competitive advantage and operational efficiency in luxury hotels are presented along with introducing the reader to the luxury hotel customer and their expectations.
The empirical part of this thesis was conducted as a systematic literature review. The method was chosen, as the aim of this thesis was to produce a broad understanding of how the technology of AI is being utilized by international luxury hotels. For the systematic literature review the author reviewed peer reviewed academic research papers published by internationally recognized research databases.
In the discussion the findings of the theoretical framework and the systematic literature review are presented, and the key findings are drawn by analysing the correlation between the two. Lastly, the author’s evaluation of the thesis process is described along with the reflection on learning.