Instructional Innovation in the Era of Intelligence: Integrating AI Literacy into Hospitality and Tourism Education Through the TPACK Model

The adoption of artificial intelligence (AI) in the hospitality and tourism (H&T) industry has accelerated digital transformation and made equipping future H&T professionals with AI literacy essential. This study, situated in Macao’s H&T context, focuses on identifying essential AI competencies for university H&T students and exploring effective technology-aided teaching for instructors. Guided by the Technological Pedagogical Content Knowledge (TPACK) framework, interviews with H&T practitioners, educators, and students reveal the need for skills in data analysis, interdisciplinary knowledge, AI-based H&T applications, creativity, prompt engineering, and critical awareness of ethical, legal, and environmental issues. Findings underscore the importance of integrating AI literacy into pedagogy through scaffolding, project-based learning, inquiry-based instruction, and experiential learning approaches like VR/AR simulation and practicum. They provide actionable insights for aligning H&T education with industry demands, positioning AI literacy at the core of curriculum design for a sustainable and AI-driven future in H&T.