The thesis is an explorative case study focusing on the hospitality in the region of Värmland in Sweden as conceived by stakeholders in the hospitality industry. The purpose of this thesis is to expand the knowledge of how AI impacts the meaning of hospitality, by mapping how stakeholders within the different parts of the touristic system perceives and uses AI development of experiences and services that combine physical and digital spaces. Previous research in connection with AI and the hospitality industry laid the foundation for the result and analysis in the thesis. Selected theory dealt with tourism, hospitality, digitalisation, technological fixes and hybrid spaces. A hospitality perspective was selected to highlight the essence of human-to-human interaction, while also including how AI can influence interaction and services in physical and digital spaces, going beyond the focus on economical promises usually taken in tourism studies of AI. Semi-structured interviews were conducted with stakeholders of the hospitality industry in Värmland. The interview guides were based on the previous research and theoretical framework, which aided the process of gathering relevant empirical data from respondents of the different stakeholder groups, thus, contributing adequate answers to the research questions. With these means it was possible to see and map the different perspectives on what effects AI has on hospitality. The conclusion shows that the hospitality industry in Värmland is gradually exploring AI, with only a few stakeholders actively involved in projects with AI. There is a significant interest due to AI's potential to improve efficiency and create new offerings, but limited financial and human resources especially for the many small businesses in the region, along with a lacking mature state of AI hinder widespread adoptions. Stakeholders believe that AI will align with tourist needs, impacting power dynamics between tourists and destinations. AI is expected to paradoxically affect hospitality by potentially increasing or decreasing human interactions, with tourists increasingly becoming producers of their own experiences. Tourists generally have a neutral stance on AI in hospitality, preferring its use in information gathering and travel planning rather than as the experience itself. Human interaction remains highly valued, suggesting AI will rather enhance than replace it, leading to a setting of post-human hospitality. Looking ahead, stakeholders approach AI cautiously, acknowledging the need to address data privacy, regulation, and power dynamics. They see opportunities in AI but remain wary of ethical and societal implications.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-100705 |
| Date | January 2024 |
| Creators | Wannemo, Fredrik |
| Publisher | Karlstads universitet, Institutionen för geografi, medier och kommunikation (from 2013) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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