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Ktisis
Article . 2023
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Journal of Business Research
Article . 2023 . Peer-reviewed
License: Elsevier TDM
Data sources: Crossref
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The use of intelligent automation as a form of digital transformation in tourism: Towards a hybrid experiential offering

Authors: Christou, Prokopis A.; Hadjielias, Elias; Simillidou, Aspasia; Kvasova, Olga;

The use of intelligent automation as a form of digital transformation in tourism: Towards a hybrid experiential offering

Abstract

The purpose of this study is to explore the extent to which intelligent automation (IA) should be used to provide the best possible service quality and experience to customers, an area that needs further exploration. The study draws on an inductive qualitative inquiry from the supply side which has been rather overlooked despite its significant role in designing and shaping experiences. The data were gathered by conducting a total of 39 semi-structured interviews with tourism service providers in Cyprus. The findings revealed insightful information regarding human-IA tasks and interaction from a tourism provider perspective while stressing the cooperation between humans and IA within a service context. The importance of the human element, individual characteristics and key human capabilities are particularly stressed within a continuous digitally transformative industry. The paper concludes with theoretical contributions in regard to the experiential theoretical milieu, practical implications, and future research directions.

Country
Cyprus
Related Organizations
Keywords

Digital transformation, Marketing, Customer service, Economics and Business, Qualitative research, Social Sciences, Tourist experience, Intelligent automation, Tourism

  • BIP!
    Impact byBIP!
    citations
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    5
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    Top 10%
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Average
  • citations
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    5
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    Top 10%
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Average
    Powered byBIP!BIP!
Powered by OpenAIRE graph
Found an issue? Give us feedback
citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
5
Top 10%
Average
Average
Related to Research communities
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