Noor, Nurhafihz, and Sim, Karen S. (2024) Impact of AI on the Flower of Service Model in the Hospitality Industry. In: Correia, Ricardo, Martins, Márcio, and Fontes, Ruta, (eds.) AI Innovations for Travel and Tourism. IGI Global, Hershey, PA, USA, pp. 58-81.

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Abstract

With increasing opportunities for the hospitality industry to interact with customers using artificial intelligence (AI), hospitality managers need to decide on the services that are most suited to integrate AI. This requires an understanding of how AI affects different service activities. To address this, this study discusses the impact of AI on various service components using the Flower of Service Model. This chapter contributes to the study of AI innovation in services marketing by showing the relevance of seminal services marketing frameworks in the emerging AI landscape and providing strategic insights for hospitality managers to effectively implement AI in hospitality services.

Item ID:	82931
Item Type:	Book Chapter (Research - B1)
ISBN:	9798369321379
Keywords:	artificial intelligence; hospitality; services marketing
Date Deposited:	06 Jun 2024 04:06
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350611 Service marketing @ 30% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3504 Commercial services > 350402 Hospitality management @ 30% 46 INFORMATION AND COMPUTING SCIENCES > 4602 Artificial intelligence > 460299 Artificial intelligence not elsewhere classified @ 40%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 30% 11 COMMERCIAL SERVICES AND TOURISM > 1199 Other commercial services and tourism > 119901 Hospitality services @ 30% 22 INFORMATION AND COMMUNICATION SERVICES > 2204 Information systems, technologies and services > 220403 Artificial intelligence @ 40%
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