Artificial Intelligence in Tourism and Hospitality Marketing – Nexus of Human and Nonhuman Practices

Abstract

This paper discusses the nexus of human and nonhuman artificial intelligence (AI) -related marketing practices in tourism organizations in Finland, Lapland. The study explores the post experiences, current operations, attitudes and fears of tourism organizations towards AI and the role of AI technology as a nonhuman agent. In this practice-based research, the method used was qualitative inductive content analysis. The preliminary findings show the situation of human and nonhuman practices and the level of adoption of AI in tourism marketing operations. In addition, the findings address a relatively positive tone in attitudes and a strong interest in AI adoption in future marketing operations. These attitudes towards AI highlight the lack of knowledge - ignorance of necessary skills and resources, whilst fears are mostly related to data privacy issues. Additionally, the findings indicate that the risk of losing authenticity in the marketing content is experienced as a fear. However, AI is not seen as a threat to replace humans; rather, it is seen as a nonhuman resource to compensate for a lack of human resources in marketing and sales operations. According to the findings, there is a need to research the role of AI in marketing and thus create an efficient combination of human and nonhuman practices for sustainable marketing practices.