THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING E-BUSINESS IN THE HOSPITALITY INDUSTRY
Keywords:
artificial intelligence, e-business, tourism, hotel industry, personalization, digital transformation
Abstract
This paper analyses the role of artificial intelligence in enhancing e-business in the hospitality industry, with emphasis on marketing, reservation systems, and revenue management. The study examines key applications of AI, including the personalisation of customer experience, conversational systems, dynamic pricing, and predictive analytics. The findings indicate that the implementation of artificial intelligence results in more efficient online communication, higher booking conversion rates, improved performance indicators such as RevPAR and ADR, and greater customer satisfaction. At the same time, the paper identifies important limitations to its implementation, primarily concerning investment costs, data protection, and the development of the necessary organisational and human resource capacities. It is concluded that artificial intelligence is a significant driver of digital transformation and competitiveness in contemporary hotel business.
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References
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Talukder, M. B. (2024). Implementing Artificial Intelligence and Virtual Experiences in Hospitality. In Advances in hospitality, tourism and the services industry (AHTSI) book series (pp. 145-160). IGI Global. https://doi.org/10.4018/979-8-3693-2019-8.ch009
Talukder, M. B., and Das, I. R. (2024). The Technology Impacts and AI Solutions in Hospitality. i-manager’s Journal on Artificial Intelligence & Machine Learning, 2(1), 56-72. https://doi.org/10.26634/jaim.2.1.20291
Tariq, M. U. (2025). The Role of AI in Transforming Hospitality Operations-Enhancing Efficiency and Guest Experience. In Smart Operations and Enhancing Guest Experience in the Hospitality Industry (pp. 415-446). IGI Global. https://doi.org/10.4018/979-8-3373-2145-5.ch016
Arnejo, A., & Sarsale, M. (2025). Measuring hotel financial performance: A bibliometric review. Hotel and Tourism Management, 13(2), 117-135. https://doi.org/10.5937/menhottur2500017A
Baburao, C., Gangadhara, R. R. S., Talukder, M. B., Sheela, P., & Ouariach, F. Z. (2025). AI-Powered Smart Revenue Management in Hospitality. In Smart Operations and Enhancing Guest Experience in the Hospitality Industry (pp. 219-240). IGI Global. https://doi.org/10.4018/979-8-3373-2145-5.ch008
Bathla, G., Raina, A., Rana, V. S., & Bhushan, B. (2025). The Impact of Artificial Intelligence and Automation in Transforming the Hospitality Sector. In Transforming the Service Sector With New Technology (pp. 541-552). IGI Global. https://doi.org/10.4018/979-8-3693-7447-4.ch033
Bešić, C., Bogetić, S., Bakator, M., & Petrevska, I. (2024). The impact of sustainability, digital technologies, and employee knowledge on the competitiveness of personalized tourist offer. Hotel and Tourism Management, 12(1), 133-152. https://doi.org/10.5937/menhottur2400010B
Bhupender, Sapna, & Hitesh. (2024). Harnessing technology and artificial intelligence for enhancing guest experiences in the hospitality and tourism industry. In Futuristic Trends in Management Volume 3 Book 10 (pp. 72-84). Iterative International Publisher, Selfypage Developers Pvt Ltd. https://doi.org/10.58532/v3bhma10p1ch4
Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological Disruptions in services: Lessons from Tourism and Hospitality. Journal of Service Management, 30(4), 484-506. https://doi.org/10.1108/JOSM-12-2018-0398
Cunha, M. N., Pereira, M., Cardoso, A., Figueiredo, J., & Oliveira, I. (2024). Revolutionizing luxury: The role of AI and machine learning in enhancing marketing strategies within the tourism and hospitality luxury sectors. GeoJournal of Tourism and Geosites, 55(3), 1345-1353. https://doi.org/10.30892/gtg.55335-1307
Dewangan, S., Kumar, S., & Tyagi, P. K. (2024). Transforming Hospitality and Tourism With AI and Innovative Technologies. In Impact of AI and Tech-Driven Solutions in Hospitality and Tourism (pp. 66–83). IGI Global. https://doi.org/10.4018/979-8-3693-6755-1.ch004
Gatera, A. (2024). Role of Artificial Intelligence in Revenue Management and Pricing Strategies in Hotels. Journal of Modern Hospitality, 3(2), 14-25. https://doi.org/10.47941/jmh.1957
Gayathri, N. (2025). Enhancing Efficiency of Hospitality and Tourism Sector with Artificial Intelligence. ComFin Research, 13(S1-i1-Mar), 74–77. https://doi.org/10.34293/commerce.v13is1-i1-mar.8657
Huang, A., Chao, Y., de la Mora Velasco, E., Bilgihan, A., & Wei, W. (2021). When artificial intelligence meets the hospitality and tourism industry: an assessment framework to inform theory and management. Journal of Hospitality and Tourism Insights, 5(5), 1080–1100. https://doi.org/10.1108/jhti-01-2021-0021
Ibirinoye-Abdulkareem, B. S., Adedotun, K. J., Adekunle, J. O., & Raji, A. K. (2025). Enhancing Guest Satisfaction in Hotel Booking Websites through AI-Driven Personalization and Adaptive User Interfaces. Nigerian Journal of Technical Education, 24(2), 83-93. https://doi.org/10.63996/njte.v24i2.32
Jain, S. (2025). AI in B2B Marketing and Its Applications in the Hospitality Industry. In Addressing Contemporary Challenges in the B2B Hospitality Sector (pp. 69–98). IGI Global. https://doi.org/10.4018/979-8-3693-9760-2.ch003
Jevtić, J., Marić, D., & Leković, K. (2025). The mediating effect of artificial intelligence marketing strategy on the relationship between value co-creation and business performance of travel agencies. Hotel and Tourism Management, 13(1), 59-79. https://doi.org/10.5937/menhottur2500001J
Kaur, M., Pandey, U., & Kaur, A. (2024). Leveraging AI for 24/7 Support. In Impact of AI and Tech-Driven Solutions in Hospitality and Tourism (pp. 302–328). IGI Global. https://doi.org/10.4018/979-8-3693-6755-1.ch016
Mariani, M., Baggio, R., Fuchs, M., & Höepken, W. (2018). Business intelligence and big data in hospitality and tourism: a systematic literature review. International Journal of Contemporary Hospitality Management, 30(12), 3514–3554. https://doi.org/10.1108/ijchm-07-2017-0461
Saleh, M. I. (2025). Generative artificial intelligence in hospitality and tourism: future capabilities, AI prompts and real-world applications. Journal of Hospitality Marketing & Management, 34(4), 467-498. https://doi.org/10.1080/19368623.2025.2458603
Talukder, M. B. (2024). Implementing Artificial Intelligence and Virtual Experiences in Hospitality. In Advances in hospitality, tourism and the services industry (AHTSI) book series (pp. 145-160). IGI Global. https://doi.org/10.4018/979-8-3693-2019-8.ch009
Talukder, M. B., and Das, I. R. (2024). The Technology Impacts and AI Solutions in Hospitality. i-manager’s Journal on Artificial Intelligence & Machine Learning, 2(1), 56-72. https://doi.org/10.26634/jaim.2.1.20291
Tariq, M. U. (2025). The Role of AI in Transforming Hospitality Operations-Enhancing Efficiency and Guest Experience. In Smart Operations and Enhancing Guest Experience in the Hospitality Industry (pp. 415-446). IGI Global. https://doi.org/10.4018/979-8-3373-2145-5.ch016
Published
2026-10-16
How to Cite
Kraguljac, V. (2026). THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING E-BUSINESS IN THE HOSPITALITY INDUSTRY. Tourism International Scientific Conference Vrnjačka Banja - TISC, 9(1), 313-323. https://doi.org/10.52370/TISC26313VK
Section
Articles
