The Artificial Intelligence enabled customer experience in tourism : a systematic literature review
Ghesh, Nada and Alexander, Matthew and Davis, Andrew (2024) The Artificial Intelligence enabled customer experience in tourism : a systematic literature review. Tourism Review, 79 (5). pp. 1017-1037. ISSN 1660-5373 (https://doi.org/10.1108/TR-04-2023-0255)
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Abstract
Purpose: The increased utilization of artificial intelligence-enabled applications (AI-ETs) across the customer journey has transformed customer experience (CX), introducing entirely new forms of the concept. This paper aims to explore existing academic research on the AI-enabled customer experience (AICX), identifying gaps in literature and opportunities for future research in this domain. Design/methodology/approach: A systematic literature review (SLR) was conducted in March 2022. Using 16 different keyword combinations, literature search was carried across five databases, where 98 articles were included and analysed. Descriptive analysis that made use of the Theory, Characteristics, Context, Methods (TCCM) framework was followed by content analysis. Findings: This study provides an overview of available literature on the AICX, develops a typology for classifying the identified AI-ETs, identifies gaps in literature and puts forward opportunities for future research under five key emerging themes: definition and dynamics; implementation; outcomes and measurement; consumer perspectives; and contextual lenses. Originality/value: This study establishes a fresh perspective on the interplay between AI and CX, introducing the AICX as a novel form of the experience construct. It also presents the AI-ETs as an integrated and holistic unit capturing the full range of AI technologies. Remarkably, it represents a pioneering review exclusively concentrating on the customer-facing dimension of AI applications.
ORCID iDs
Ghesh, Nada, Alexander, Matthew ORCID: https://orcid.org/0000-0003-3770-8056 and Davis, Andrew;-
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Item type: Article ID code: 86794 Dates: DateEvent2 July 2024Published28 November 2023Published Online9 September 2023AcceptedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 28 Sep 2023 14:52 Last modified: 02 Oct 2024 00:41 URI: https://strathprints.strath.ac.uk/id/eprint/86794