Artificial intelligence in family-run tourism companies

Summary of the study

The integration of Artificial Intelligence (AI) into various industries represents a significant shift that has the potential to improve decision-making, operational efficiency and creativity. This conceptual paper highlights the profound impact of AI in automation and innovation in the tourism and hospitality sector, which is predominantly led by entrepreneurial families.

The study uses a conceptual approach and presents six key assumptions and six key practical guidelines. It emphasizes the need to explore the challenges and opportunities associated with the adoption of AI in these businesses, with a particular focus on socioemotional assets and resource-based theory

Key findings of this study

• Artificial intelligence (AI) holds transformative potential for decision-making, operational efficiency and creativity in the family-run tourism and hospitality sector
• Socio-emotional wealth (SEW) acts as a dual factor in AI adoption: it can both hinder adoption (by being cautious about risk) and promote it (by striving to secure the family future and legacy).
• AI integration must maintain a balance between automation and personalized service so as not to jeopardize unique, family-centric offerings.
• AI can improve the personalization of services (e.g. by analyzing customer data for tailored experiences) while optimizing operational efficiency.
• The introduction of AI influences the emotionality and motivation of business owners; it can ensure competitiveness and sustainability if it is in line with the preservation of family heritage.
• The perception of customer value is changing through AI and automation, and integration that respects traditional values can preserve and enhance this value.
• Strategic alignment is key: AI implementations must be aligned with family values and heritage to ensure long-term success.