This innovative and timely book critically explores ethical and governance issues and debates relating to the use of AI in the hospitality and tourism industries.

The hospitality and tourism sectors are at the forefront of technological advancements, with AI playing a pivotal role in transforming customer engagement, operational strategies, and decision-making processes. Recent innovations, particularly in generative AI applications such as chatbots, content creation, and predictive analytics, have revolutionized how services are delivered and experienced. However, these advancements come with ethical challenges, including: privacy concerns in personalized marketing, biases in decision-making algorithms, the lack of transparency in AI-driven processes, issues of equity, diversity, and inclusion (EDI) and disparities and perpetuate systemic biases. The book aims to help businesses, researchers, and policymakers tackle these challenges and adopt responsible AI practices.

This important and topical volume offers academics, researchers, and policymakers an interdisciplinary exploration of ethical complexities of AI in the tourism and hospitality industries and strategies to foster inclusivity and mitigate these issues.