Artificial Intelligence in the Latin American Hospitality Industry: A Scope Review

This study seeks to determine the application of artificial intelligence in the hospitality industry in Latin America. To achieve this, a scoping review approach has been implemented, which is suitable for cases like this where the existing literature has not been exhaustively reviewed or is complex and heterogeneous. In this study, 35 documents were selected that met the following criteria: written by Latin American researchers; and focused on artificial intelligence applications in the region. By conducting the analysis using the 4 P's methodology (Predict, Produce, Promote, and Provide), a total of 86 contributions were identified. Of these, 42% were focused on providing customer experiences, 22% on predicting valuable information for decision-making, 19% on promoting their supply and 17% on improving the production of services and products. Furthermore, it was found that the artificial intelligence techniques most applied in the hospitality sector are machine learning and natural language processing. However, the findings show that research on this topic in Latin American countries represents less than 3,5% of global production. Therefore, this study seeks to contribute to enhancing the understanding of the application of artificial intelligence in the hospitality and tourism industry in Latin America, covering both the customer and business perspectives. It also highlights the urgency of strengthening research in this area to drive growth and innovation in the hospitality and tourism industry in the region, given its fundamental role in the economy of these countries.