When algorithms discriminate: AI bias and its implications for tourism and hospitality

This is the authors' abstract. We don't add key points for this paper.

This paper analyses the problem of bias in artificial intelligence (AI) systems from the perspective of the tourism industry. Through a typical scenario of a tourist experience, it considers the different manifestations of AI bias and analyses a conceptual framework for understanding its implications. The basic approach is grounded in a narrative literature review that synthesises a spectrum of studies on bias and consumer experiences in tourism. The paper anticipates the impact of bias in AI systems on the tourist experience in the pre-trip, on-site, and post-trip phases, considering both the perspective of tourists and that of service providers. It is emphasized that most biases originate from the use of AI on online platforms, which influences information search and tourist decisions, but also shapes the marketing operations of service providers. The conclusion considers broader societal impacts, governance implications, and effects on technology.