The adaptation of artificial intelligence within human resources in Rovaniemi: tourism and hospitality companies
Korkala, Ada (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060219388
https://urn.fi/URN:NBN:fi:amk-2025060219388
Tiivistelmä
The subject of this research was the use of artificial intelligence in the HR processes of tourism and hospitality industry, researching the use of AI within the industry participants in Rovaniemi area. Objectives of this research included investigating the use of AI in the HR processes of Rovaniemi’s tourism and hospitality companies, understanding what factors limit the use of AI in HR processes of the target industry, and providing useful information about AI’s benefits and risks for the human resource department of the target industry.
The main research question was: How extensively are AI tools being utilized in HR processes by tourism and hospitality companies in Rovaniemi? Other research questions were: How can AI tools be utilized by tourism and hospitality companies? What factors have influenced the decision of using or not using artificial intelligence in HR?
The knowledge base of this research discussed topics such as human resource management, tourism and hospitality industry, artificial intelligence and artificial intelligence in HR processes of tourism and hospitality industry. The research followed a qualitative research methodology, and the primary data was gathered with a survey. For the analysis of data, content analysis method was used. A SWOT analysis was crafted to conclude the gathered information into a compact, easy-to-understand format.
The results of the research showed that in the industry companies in Rovaniemi, AI is being utilized in HR processes, such as recruitment, training and employee development. There are many benefits found in AI use, however there are disadvantages as well. The results of this research are beneficial for the HR department of the tourism and hospitality companies. Additionally, the results can beutilized by companies and entrepreneurs which are considering integrating AI technology into their operative tasks.
The main research question was: How extensively are AI tools being utilized in HR processes by tourism and hospitality companies in Rovaniemi? Other research questions were: How can AI tools be utilized by tourism and hospitality companies? What factors have influenced the decision of using or not using artificial intelligence in HR?
The knowledge base of this research discussed topics such as human resource management, tourism and hospitality industry, artificial intelligence and artificial intelligence in HR processes of tourism and hospitality industry. The research followed a qualitative research methodology, and the primary data was gathered with a survey. For the analysis of data, content analysis method was used. A SWOT analysis was crafted to conclude the gathered information into a compact, easy-to-understand format.
The results of the research showed that in the industry companies in Rovaniemi, AI is being utilized in HR processes, such as recruitment, training and employee development. There are many benefits found in AI use, however there are disadvantages as well. The results of this research are beneficial for the HR department of the tourism and hospitality companies. Additionally, the results can beutilized by companies and entrepreneurs which are considering integrating AI technology into their operative tasks.