Purpose: This study reviews existing research and current applications of artificial intelligence (AI) in the hospitality and tourism industry. It further proposes a new evaluation framework to inform the susceptibility of AI adoptions.Design/methodology/approach: This is a synthesis and evaluation study that qualitatively summarizes and presents findings on AI applications in the hospitality and tourism industry. Current AI applications are rated using a seven-dimensional framework based on Rogers' (2003) diffusion theory.Findings: AI adoption susceptibility in the hospitality and tourism industry varies based on the type of AI. Search/booking engines, virtual agents and chatbots rank high in the adoption susceptibility.Research limitations/implications: This study bridges innovation diffusion theoretical underpinnings and AI applications. The findings support researchers, developers and managers in evaluating the adoption susceptibility of AI technologies in the hospitality and tourism industry.Originality/value: This paper is among the few that focus on assessing AI adoption susceptibility in the hospitality and tourism industry. This paper develops a theory-based framework for systematically evaluating AI innovations in hospitality and tourism.

The COVID-19 pandemic has affected millions of service firms worldwide; therefore, they must be resilient during these uncertain economic times. This paper develops a new conceptual framework of resilience-building strategies for the service industry. This framework encompasses five major practical strategies and several sub-strategies that can help service firms to survive and thrive amid and post COVID-19 pandemic. The proposed strategies include market orientation, supply chain optimization, strategic corporate reorganization, innovation, and business model transformation. The successful implementation of each strategy depends on various factors, which are discussed in the study. In addition, four major resources, including financial, human, social, and technological capital, are reviewed as prerequisites for adopting the resilience-building strategies. This new framework contributes to the organizational resilience literature and provides practical implications for service firms to become resilient during and post COVID-19.

There has been a growing interest in examining the implementation of insight-era technologies (e.g., AI, social media) and big data for sustainable tourism development. However, actionable guidelines to promote a holistic adaptation and the effective functioning of destination marketing/management organizations (DMOs) in the increasingly data-infused world are still needed. This perspective paper posits a research-based framework that DMOs can use to become more responsive and efficient in their marketing and planning efforts in the current AI-infused world. Four propositions are presented to support DMOs’ transition to the insight-era: (a) DMOs’ organizational adaptations and workforce development and training, (b) active engagement with destinations’ stakeholders and data sharing, (c) leverage user-generated data and emergent technologies for destination marketing, and (d) DMOs’ data-driven decision making.

This paper reviews the state-of-art articles on instructional technologies for hospitality and tourism education. The types of technologies, roles in instruction, theoretical underpinnings, assessments, benefits, and challenges are synthesized. Education context, knowledge, skills, and attitudes developed through instructional technologies are also explored. Virtual reality, virtual games, social media, online courses, and simulations have been primarily used. Instructional technologies were applied to facilitate content delivery, practice, communication, assessments, feedback, and authentic learning experiences. Most studies did not ground their educational technologies in defensible learning theories. Only a limited number of studies employed adoption theories to examine the intention of using technologies. Further studies should investigate whether certain instructional technologies provide significant benefits to learning relative to their costs.