Challenges and Prospects of AIoT Application in Hospitality and Tourism Marketing

Call for papers for: Journal of Hospitality and Tourism Technology

Guest Editors: 

Chia-Shiang Hsu (Email: [email protected])    
Assistant Professor, School of Hospitality Management, National Kaohsiung University of Hospitality and Tourism, Taiwan
Hiram Ting (Email: [email protected]
Associate Professor, Faculty of Hospitality and Tourism Management, UCSI University, Malaysia
Tsz-Wai Lui (Email: [email protected])
Associate Professor, International College Travel and Tourism Program, Ming Chuan University, Taiwan
Shih-Chih Chen (Email: [email protected])
Associate Professor, Department of Information Management, National Kaohsiung University of Science and Technology, Taiwan
Jacky Cheah Jun-Hwa (Email: [email protected])
Senior Lecturer, Faculty of Economics and Management, Universiti Putra Malaysia, Malaysia
Cihan Cobanoglu ([email protected])
Editor-in-Chief of JHTT & McKibbon Endowed Chair Professor, University of South Florida, USA

This special issue aims to encourage and increase the collaborations between scholars and practitioners on knowledge extension, best practices and potentials around the Artificial Intelligence of Things (AIoT) in the hospitality and tourism fields. The integration of Artificial Intelligence (AI) and the Internet of Things (IoT) enables data collection and analysis through a distributed intelligent system and builds the firms’ capability of adaptive sensing, efficient communication as well as intelligent analytics (Monteiro & Parmiggiani, 2019; Wunderlich, Veit, & Sarker, 2019). The emerging concepts around AIoT, ranging from data collection and analysis through mechanical censoring and cognitive services to decision making through emotion prediction and operations management, are becoming critical to organizations’ success and surpass the importance of thinking tasks (Huang, Rust, & Maksimovic, 2019). Some examples of the application of AIoT’s concepts include the adoption and usage of cloud and edge computing-based software-as-a-service (Benlian, Koufaris, & Hess, 2014), facial recognition through cognitive services, visual cognition analysis through streaming augmented reality (AR) and virtual reality (VR) contents (Chou, Hsu, Shiau, Huang, & Chou, 2018; Su, Chen, Lin, & Hsieh, 2019), data collection from sensors and Power over Ethernet (PoE) devices, and the deployment of various newly-developed statistical procedures and algorithms for prediction (Gefen, Straub, & Rigdon, 2011; Khan et al., 2019).  

Environmental dynamism, including the rapid development of digital based economy and the times of global crisis, as well as the complexity of consumer behaviour have propelled the development and use of advanced technology in hospitality and tourism marketing. AIoT application allows hospitality and tourism scholars and practitioners to understand and predict consumer behaviour better and make more informed decision on their training, marketing strategy, communication process and business operations. Such application is expected to be the fastest growing segment in the hospitality and tourism industry from 2018 to 2020 (Ivanov & Webster, 2019) and it will continue to revolutionize travel business as well as improve marketing strategy. In addition, AIoT policies, such as replacing human labour with AI, and ethics on data security, including personal data protection and authorization, are important issues when implementing AIoT (Huang & Rust, 2018). As such it is pivotal to investigate the challenges and prospects of AIoT application in the contemporary setting to extend our knowledge about its implications to hospitality and tourism marketing and provide meaningful insights to scholars, practitioners and the relevant stakeholders.

The call for papers for this special issue includes, but are not limited to, the following topics:

1.    Contemporary opportunities, challenges and the way forward. 
2.    Artificial Intelligence of Things (AIoT) in hospitality and tourism. 
3.    Smart marketing in hospitality and tourism. 
4.    Streaming (augmented reality (AR) and virtual reality (VR) in hospitality and tourism.  
5.    Big data (algorithm, dashboard and virtualization) in hospitality and tourism. 
6.    Cloud computing and edge computing issues in hospitality and tourism. 
7.    Smart AIoT devices (e.g. Sensor and PoE) adoption behaviour in hospitality and tourism.
8.    The strategy, business models, and behaviour processes of AIoT in hospitality and tourism.
9.    Management issues and challenges of AIoT implementation in the industry, policy marking, and ethics on data security, including personal data protection and authorization.
10.    Management, control, and governance of employee and consumer’s AIoT-related resources and usage capabilities.
11.    Cross-border studies which compare consumers behaviour towards perceiving, pre-adoption and post-adoption of smart devices.
12.    Applications and advancements of complex statistics methods and algorithms (e.g., PLS-SEM, R, Python, Julia) with archival (secondary) or longitudinal data analysis.

Types of Papers:

1.    Empirical papers using quantitative or mixed-methods approach which contribute to knowledge and practice. Cross-sectional studies are welcome but papers using experimental or longitudinal design are preferred. Authors are requested to provide real world scenario to substantiate the AIoT application in hospitality and tourism marketing.
2.    Conceptual papers and methodological papers are welcome if they are extensively and rigorously done to advance knowledge, measurement issues and/or estimations.
3.    All papers will be subject to the journal’s standard double-blind review procedure after a preliminary screening by the guest editors. Ten (10) papers will be published in this special issue. Papers not accepted for the special issue may be considered for publication in a regular issue.

Submissions and deadlines  
Key Dates
Abstract submission deadline: August 31, 2020

Interested authors should email their abstracts (500 to 750 words) to the editors via email at: [email protected]
Notification of abstract acceptance: September 30, 2020
Deadline for submitting full papers: January 31, 2021
Revision and Final Decision: May 30, 2021
Special Issue Publication Date: Q4 of 2021

The selected papers will be invited by the Guest Editors to submit a full paper. When submitting full paper, please use JHTT Author Guidelines  and submit to JHTT Submission system

Benlian, A., Koufaris, M., & Hess, T. (2014). Service Quality in Software-as-a-Service: Developing the SaaS-Qual Measure and Examining Its Role in Usage Continuance. Journal of Management Information Systems, 28(3), 85-126. doi:10.2753/mis0742-1222280303
Chou, S.-W., Hsu, C.-S., Shiau, J.-Y., Huang, M.-K., & Chou, Y. (2018). Understanding knowledge management phenomena in virtual communities from a goal-directed approach. Internet Research, 28(3), 652-674. 
Gefen, D., Straub, D., & Rigdon, E. (2011). An update and extension to SEM guidelines for admnistrative and social science research. Manag. Inf. Syst. Q, 35(2). 
Huang, M.-H., Rust, R., & Maksimovic, V. (2019). The Feeling Economy: Managing in the Next Generation of Artificial Intelligence (AI). California Management Review, 61(4), 43-65. 
Huang, M.-H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155-172.
Ivanov, S., & Webster, C. (2019). Perceived appropriateness and intention to use service robots in tourism. In Information and Communication Technologies in Tourism 2019 (pp. 237-248). Springer, Cham. 
Khan, G. F., Sarstedt, M., Shiau, W.-L., Hair, J. F., Ringle, C. M., & Fritze, M. P. (2019). Methodological research on partial least squares structural equation modeling (PLS-SEM) An analysis based on social network approaches. Internet Research. 
Monteiro, E., & Parmiggiani, E. (2019). Synthetic Knowing: The Politics of the Internet of Things. arXiv preprint arXiv:1903.00663. 
Navío-Marco, J., Ruiz-Gómez, L. M., & Sevilla-Sevilla, C. (2018). Progress in information technology and tourism management: 30 years on and 20 years after the internet - Revisiting Buhalis & Law's landmark study about eTourism. Tourism Management, 69, 460-470. doi:10.1016/j.tourman.2018.06.002
Su, K.-W., Chen, S.-C., Lin, P.-H., & Hsieh, C.-I. (2019). Evaluating the user interface and experience of VR in the electronic commerce environment: a hybrid approach. Virtual Reality, 1-14. 
Wunderlich, P., Veit, D. J., & Sarker, S. (2019). Adoption of sustainable technologies: a mixed-methods study of German households. MIS Quarterly, 43(2), 673-691.