Tantangan Etika di Bidang Perhotelan pada Era Artificial Intelligence
Abstract
The use of AI (artificial intelligence) has penetrated the hospitality sector, thereby requiring ethical guidelines. Research to explain ethical challenges in the hospitality sector. The research was carried out using the literature study method. The research results show that ethical challenges are fairness, reliability, security, privacy, security, inclusiveness, transparency and accountability. Ethics in non-technical fields such as employee reduction issues, employee dedication. The hotel industry needs to understand ethics in both technical and non-technical fields. Criteria for leaders needed in the AI era in the hospitality sector who have ACKEH (Agile, Communication, Knowledge, Ethics, Empathy, and Hospitality) skills. This research provides solutions to face AI ethical challenges and enriches literacy in the field.
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References
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Fusté-Forné, F., & Jamal, T. (2021). Co-Creating New Directions for Service Robots in Hospitality and Tourism. Tourism and Hospitality, 2(1), 43–61. https://doi.org/10.3390/t ourhosp2010003
Guardian, G. (2015, 16 Juli). The: Japan's Robot Hotel: a Dinosaur at Reception, a Machine for Room Service. Associated Press. https://www.theguardian.com/world/2015/jul/16/jap ans-robot-hotel-a-dinosaur-at-recept ion-a-machine-for-room-service
Grundner, L., & Neuhofer, B. (2021). The Bright and Dark Sides of Artificial Intelligence: A Futures Perspective on tourist Destination Experiences. Journal of Destination Marketing and Management, 19, 100511. https://doi.org/10.1016/J.JDMM.2020.100511
Hospitalitynet, H. (2016). Hilton And IBM Pilot “Connie,” The World s First Watson-Enabled Hotel Concierge. Press Release. https://www.hospitalitynet.org/news/4074810.html
Ioannou, A., Tussyadiah, I., & Lu, Y. (2020). Privacy Concerns and Disclosure of Biometric and Behavioral Data for Travel. International Journal of Information Management, 54(March), 102122. https://doi.org/10.1016/j.ijinfomgt.2020.102122
Ivanov, S., & Umbrello, S. (2021). The Ethics of Artificial Intelligence and Robotization in Tourism and Hospitality-A Conceptual Framework and Research Agenda. Journal of Smart Tourism, 1(4), 9–18. https://doi.org/10.52255/smarttourism.2021.1.4.3
Khetjenkarn, S., & Agmapisarn, C. (2020). The Effects of Emotional Labour on The Outcomes of The Job and The Organization: Do The Differences in Age and The Manager's Emotional Intelligence Have Any Impact in The Hotel Business?. European Journal of Tourism Research, 25, 1–26. https://doi.org/10.54055/ejtr.v25i.419
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Li, M., Yin, D., Qiu, H., & Bai, B. (2021). A Systematic Review of AI Technology-Based Service Encounters: Implications for Hospitality and tourism Operations. International Journal of Hospitality Management, 95(November 2020), 102930. https://doi.org/10.101 6/j.ijhm.2021.102930
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Marques, G. S., Correia, A., & Costa, C. M. (2018). The Influence of Customer Orientation on Emotional Labour and Work Outcomes: A Study in The Tourism Industry. European Journal of Tourism Research, 20, 59–77. https://doi.org/10.54055/ejtr.v20i.340
Myung, E. (2018). Progress in Hospitality Ethics Research: A Review and Implications for Future Research. International Journal of Hospitality and Tourism Administration, 19(1), 26–51. https://doi.org/10.1080/15256480.2017.1305309
Pranita, E., & Putri, G. S. (2020, 7 Agustus). Penciptaan AI juga Butuh Etika, Apa Maksudnya? Ini Penjelasan Ahli. Kompas.com. https://www.kompas.com/sains/read/2020/08/07/1 20 100723/penciptaan-ai-juga-butuh-etika-apa-maksudnya-ini-penjelasan-ahli?pag e=all
Safitri, S. (2021). Tren Artificial Intelligence di Indonesia 2023 Beserta Isu Etika. Kompas.com. https://tekno.kompas.com/read/2022/11/29/10033387/tren-artificial-intelli gence-di-indo nesia-2023-beserta-isu-etika?page=all#page2
Tussyadiah, I. P., & Park, S. (2018). Consumer Evaluation of Hotel Service Robots. Information and Communication Technologies in Tourism 2018, 1, 308–320. https://doi. org/10.1007/978-3-319-72923-7_24
Watson, G. J., Desouza, K. C., Ribiere, V. M., & Lindič, J. (2021). Will AI Ever Sit at The C-Suite Table? The Future of Senior Leadership. Business Horizons, 64(4), 465–474. https://doi.org/10.1016/j.bushor.2021.02.011
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., Martins, A., & Lu, N. (2018). Brave New World: Service Robots in The Frontline. Journal of Service Management, 29(5), 1757–5818. https://doi.org/10.1108/JOSM-04-2018-0119
Yotel, Y. (2023). Robocation. https://www.yotel.com/en/hotels/yotel-singapore/offers/robocat ion
Zhou, A. (2019). The Intersection of Ethics and AI. AI Matters, 5(3), 64–69. https://doi.org/10 .1145/3362077.3362087
Published
2023-11-24
How to Cite
ARISANTI, Yuli.
Tantangan Etika di Bidang Perhotelan pada Era Artificial Intelligence.
Ideas: Jurnal Pendidikan, Sosial, dan Budaya, [S.l.], v. 9, n. 4, p. 1247-1256, nov. 2023.
ISSN 2656-940X.
Available at: <https://jurnal.ideaspublishing.co.id/index.php/ideas/article/view/1541>. Date accessed: 21 jan. 2025.
doi: https://doi.org/10.32884/ideas.v9i4.1541.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
