Doctoral Research

This study has significance from both a research and a practical perspective. In terms of its academic significance, this study attempted to bridge a research gap. The research gap that the study sought to address is characterized by calls for research in the work of Gursoy (2018), Lukanova & Ilieva (2019), and Murphy et al. (2017). Lukanova and Ilieva (2019) studied AI in hotels and sought to create a high-level overview of the extent to which AI is Artificial Intelligence and Machine Learning Engineering affects hotels, looking at the broader industry rather than specific instances or conducting research with individual participants. Lukanova and Ilieva’s results illustrated both the importance of AI at present and a significant need for more research into the increasingly prominent role of AI in the hospitality industry and how it will shape the industry in the future. Through this study, the researcher attempted to answer Lukanova and Ilieva’s call for research by examining the perception of hotel industry experts regarding how AI and automation will shape the specific context of high-end hotels.