Exploring the Potential of Artificial Intelligence for Sustainable Business Development in the Hospitality Industry: A Post-Pandemic Analysis of Chiang Mai, Thailand
Year: 2025
Type: article
Abstract: The hospitality industry has been significantly impacted by the COVID-19 pandemic, leading to changes in guest behaviour and hotel operations. Adopting artificial intelligence (AI) technologies has become increasingly popular to improve efficiency, sustainability, and the overall guest experience. This review article focuses on implementing AI in the post-pandemic context of Chiang Mai, Thailand, to develop a sustainable business model that reduces energy consumption and improves resource management. The research analyses the opportunities and challenges of AI adoption in the hospitality industry, drawing from successful examples of AI implementation in the hotel industry. The study also explores the potential for sustainable business development in Chiang Mai using AI, highlighting the importance of considering local values and engaging with the community to promote responsible tourism practices. Although there may be initial investment costs and challenges associated with changing consumer behaviour, adopting a sustainable business model incorporating AI can lead to long-term benefits for both the environment and the hospitality industry. Using AI for energy management, waste reduction, and personalised guest experiences can improve efficiency, reduce costs, and enhance the overall guest experience. By embracing AI technologies and sustainable practices, the hospitality industry can adapt to the post-pandemic context and contribute to a more sustainable future.
Authors: Ma, Chengxiang, Somrak, Thawit
Institution: Walailak University
Language: Thai
Topic: AI in Service Interactions
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220127871