Do AI and IoT Really Enhance Workforce Efficiency and Talent Acquisition in the Travel Industry? Or Maybe Not?

The study applies a multiphase, multimethod research approach based on participatory methodology. It integrates the perspectives of professionals from the tourism and hospitality industry and academic experts with the aim of developing an integrated conceptual model of the influence of AI and IoT technologies on work processes, skill development, and job attractiveness in the industry. The research provides a comprehensive understanding of how digital technologies indirectly shape employment through changes in work organization and the development of transferable digital and socio-emotional skills. The paper aims to contribute to redefining the perception of work in tourism and hospitality by emphasizing the sector not only as a career choice, but also as a platform for acquiring skills transferable to other industries. The findings revealed that employees’ intentions to enter or remain in the industry are not directly influenced by AI and IoT technologies; rather, these effects are mediated through changes in work processes and, more importantly, through skill development. The study contributes theoretically by developing and empirically validating an integrated conceptual model that connects technology implementation, work transformation, skill development, and employment outcomes. From a practical perspective, the results highlight the importance of human-centered implementation strategies based on training, communication, and employee inclusion in order to maximize the benefits of digital technologies.