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Evolution in Hospitality: digital transformation and artificial intelligence

Special issue call for papers from International Journal of Organizational Analysis

Evolution in hospitality: digital transformation and artificial intelligence
Special Issue call for papers from International Journal of Organizational Analysis

Guest Editors:

Marco Valeri, Jacques Digout, Charbel Salloum

Deadline for submission

Abstract submission: 15th March, 2020
FULL PAPER SUBMISSION: 31st September, 2020
Publication date targeted: December 2020/January 2021

Submission guidelines

All submissions to be made via the IJOA Scholar One manuscript submission system
the author guidelines can be found here


The Special Issue aims to provide a comprehensive collection of papers including new insights for traditional paradigms, approaches and methods, as well as more recent developments in research methodology in the adoption of digital technologies and artificial intelligence in hospitality. The subject of research of this papers are the influence of digitization, new technologies and innovations in the tourism and hospitality industry. Equally, the special issue acknowledges the increasing contribution of tourism to national economies aligned with changing the traditional business models. In particualr, this special issue deals with research into new economic phenomena as well as the response of the hotel industry as well as other touristic companies to the increasingly demanding needs of modern generations of consumers in tourism. Digital technologies have demonstrated the potential to give the hospitality industry direct access to a global market and this industry is vital to the growth of most developing economies, with the potential to promote entrepreneurship and innovation.

Digitalization and service automation are already visible in the tourism sector, raising questions on their wider impact on the industry and the holiday-experience. Moreover, digitalization and artificial intelligence are increasingly influencing modes of travel planning, exploration of new destinations, promotion of them, and, also the experience of traveling through novel regions. New technologies are changing, and will continue to change, the face of tourism in the years ahead. Numerous challenges are created, to which countries, destinations, and especially business entities need to find a response or a strong wave of digitalization will erase them from the market. At the same time, opportunities are being created that should be exploited. Numerous application examples and cases of those technologies across the entire holiday value-chain and their diffusion drivers are evident. According to the World Economic Forum’s (2017) latest report: “The greatest societal impact may be the effect of digital transformation on the travel workforce, which could represent as many as one in every 11 jobs worldwide by 2025. Intelligent automation will change the nature of some travel jobs and eradicate others altogether”.

Cognitive abilities and systems-related skills are becoming increasingly vital, within a social-skill-focused tourism education and training.  Generations of tourists born after 1980, and especially those who will be coming to the fore in the next ten years, will have radically different expectations and requirements in relation to today's tourists. The sharing economy and the experience economy strongly influence the creation of new business models in tourism. The integration of mobile technologies into hotel business processes, the ability to inspect business and adapt to new conditions in real time, as well as digital interaction with guests will be crucial for achieving competitiveness and survival in the increasingly demanding international market. Digitalization and artificial intelligence are essential to support the improvement and rationalization of business processes and infrastructures and to enhance the competitive advantage. Many low-income economies can potentially benefit from this digital transformation and others are at risk of being left behind if they fail to embrace this moment.

The Special Issue will be an opportunity to stimulate academic research on the subject by encouraging and engaging multidisciplinary approaches. Furthermore, the special issue will encourage discussion among international scholars on the organizational impacts of digitalization and artificial intelligence in hospitality. Digital technologies and platforms are disrupting the way the hospitality sector operates from end-to-end. E-platforms offer global access to consumers and allow service providers to enhance the development of the hospitality industry and its competitive standards.

All theoretical and methodological (both qualitative & quantitative) approaches are equally appreciated, and we particularly welcome multidisciplinary and interdisciplinary submissions that covers different issues relevant to strategic management, operations or marketing, and provides evidence based on the theme of special issue. Keywords of interest include, but are not limited to:
a.    Destination management
b.    Digital marketing and consumer’s behaviour
c.    Creativity, sustainability and resilience in tourism
d.    Digitalization, sharing economy and smart technologies
e.    Digital transformation and ethic
f.    Gender and tourism
g.    Narrative queries as a strategy
h.    Conducting a robust content analysis research
i.    Systematic literature review
j.    Approaches for Big Data analysis
k.    Machine learning application in crisis management
l.    Application of text mining approaches
m.    Network analysis
n.    Corporate social responsibility and business ethics
o.    Robots and artificial intelligence



Diallo, A.D., Gobee, S., Durairajah, V. (2015), Autonomous Tour Guide Robot using Embedded System Control, Procedia Computer Science, 76: 126-133
Huen, E. (2016), The World’S First Home Robotic Chef Can Cook Over 100 Meals. Forbes, Oct 31st. Available Online: home-robotic-chef-can-cook-over-100-meals/#5ae53f5a 7228 Accessed On: 30/05/2017
Ivanov S., Webster C. (2019), Robots, Artificial Intelligence and Service Automation in Travel, Tourism and Hospitality, Routledge
Murphy, J. Hofacker, C.F., Gretzel, U. (2017), Robots in Hospitality and Tourism: A Research Agenda, ENTER 2017: Volume 8 Research Notes. Available Online:… Accessed On: 30/05/2017
Navarro, A.S.P.H., Monteiro, C.M.F, Cardeira, C.B. (2015), A Mobile Robot Vending Machine for Beaches Based on Consumers’ Preferences and Multivariate Methods, Procedia - Social and Behavioral Sciences, 175: 122-129
Papathanassis, A. (2017), “R-Tourism: Introducing the Potential Impact of Robotics and Service Automation in Tourism”, “Ovidius” University Annals, Economic Sciences Series Volume XVII, Issue 1.
Papathanassis, A. (2017), Cruise tourism management: state of the art. Tourism Review, 72(1):104- 119
Pergelova, A., Manolova, T., Simeonova‐Ganeva, R., Yordanova, D. (2019), Democratizing Entrepreneurship? Digital Technologies and the Internationalization of Female‐Led SMEs. Journal of Small Business Management, 57(1), 14-39.
Petit, O., Velasco, C., Spence, C. (2019), Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42-61.
Rutkin, A. (2015). See the sights by air with drone tourism, New Scientist, 226 (3024):19
Sousa, M. J., Rocha, Á. (2019), Skills for disruptive digital business. Journal of Business Research, 94, 257-263.
Travelzoo (2016), Travellers Expect Robots on Their Holidays by 2020. Travelzoo Homepage. Available Online:…- robots-in-travel/ Accessed On: 30/05/2017
Wetzel, D. (2017), Die Internet-Giganten verlieren ihre Datenmonopole. Welt24 – Wirtschaft. Available Online:…- ihre-Datenmonopole.html Accessed on: 28/05/2017
World Economic Forum (2016), The Future of Jobs Employment, Skills and Workforce Strategy for the Fourth Industrial Revolution. World Economic Forum Survey Report. Available Online: Accessed On: 22/05/2017
World Economic Forum (2017), Digital Transformation Initiative Aviation, Travel and Tourism Industry.
World Economic Forum White Paper. Available Online:…- Assets/WEF/PDF/Accenture-DTI-Aviation-Travel-and-Tourism-Industry-White-Paper.pdf#zoom=50. Accessed On: 22/05/2017
Yeoman, I., Mars, M. (2012), Robots, men and sex tourism, Futures, 44(4): 365-37

Guest Editor Biographies

Dr.Marco Valeri has a PhD in Strategic Management and Organizational Behavior. He is a senior lecturer in Corporate social responsability, BA (Hons) in Global Management and International Business – NCIUL – London, senior lecturer in Organizational Behaviour (Master Degree and Doctoral  Course), Faculty of Economics, Niccolò Cusano University, Rome (Italy).  His research works revolve around tourism management, corporate governance, entrepreneurship, leadership and gender diversity, knowledge management and business innovation (email: [email protected])

Dr. Jacques Digout is a Professor at TBS Business School where he gives Marketing, eMarketing and research methodology courses. He is the Academic Director of the Doctorate in Business Administration (DBA). His research works revolve around digital and international marketing. His papers were published in international scientific ranked journals where he is as well, member of the editorial review board. He published many books on eMarketing, eRecruitement and advertising with Pearson, Dunod, Vuibert and De Boeck. He is as well a visiting Professor at European and Middle Eastern Schools of Business (email: [email protected])

Dr. Charbel Salloum is a Professor HDR and the Associate Dean for Research and Doctoral Studies at the USEK Business School of the Holy Spirit University of Kaslik and was a part-time faculty at the George Washington University (GWU) School of Business where he was a Fulbright Visiting Scholar Lecturer/Researcher. He has pursued a professional training at the United States, New York Stock Exchange (NYSE) and Chicago Mercantile Exchange (CME). His research works revolve around corporate governance, entrepreneurship, leadership and gender diversity (email: [email protected])