Abstract
The hospitality and tourism industry is experiencing a technological shift through the integration of artificial intelligence (AI), transforming both guest experiences and service operations. While AI offers hyper-personalization, efficiency, and scalability, it challenges traditional notions of service quality rooted in human interaction. This viewpoint explores the emerging concept of tech-augmented hospitality, where AI and human employees co-create guest experiences. The paper highlights key research directions for reconceptualizing service quality in the era of AI-enhanced hospitality. It argues for the development of new evaluative frameworks that encompass hybrid service models, cultural adaptability, inclusivity, and AI literacy.
Keywords
ai in hospitality, tech-augmented service, service quality, hyper-personalization, service automation, guest experience
ORCID Identifiers
Olena Ciftci
DOI
10.5038/2771-5957.4.2.1071
Recommended Citation
Ciftci, O. (2025). Reframing service quality in ai-powered hospitality environments. Journal of Global Hospitality and Tourism, 4(2), 203-206. https://www.doi.org/10.5038/2771-5957.4.2.1071
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
Included in
Business Administration, Management, and Operations Commons, Hospitality Administration and Management Commons, Social and Behavioral Sciences Commons, Technology and Innovation Commons, Tourism and Travel Commons
