Browse > Article
http://dx.doi.org/10.52255/smarttourism.2021.1.4.3

The Ethics of Artificial Intelligence and Robotization in Tourism and Hospitality - A Conceptual Framework and Research Agenda  

Ivanov, Stanislav (Varna University of Management)
Umbrello, Steven (Department of Values, Technology, & Innovation, School of Technology, Policy & Management, Technical University Delft)
Publication Information
Journal of Smart Tourism / v.1, no.4, 2021 , pp. 9-18 More about this Journal
Abstract
The impacts that AI and robotics systems can and will have on our everyday lives are already making themselves manifest. However, there is a lack of research on the ethical impacts and means for amelioration regarding AI and robotics within tourism and hospitality. Given the importance of designing technologies that cross national boundaries, and given that the tourism and hospitality industry is fundamentally predicated on multicultural interactions, this is an area of research and application that requires particular attention. Specifically, tourism and hospitality have a range of context-unique stakeholders that need to be accounted for in the salient design of AI systems is to be achieved. This paper adopts a stakeholder approach to develop the conceptual framework to centralize human values in designing and deploying AI and robotics systems in tourism and hospitality. The conceptual framework includes several layers - 'Human-human-AI' interaction level, direct and indirect stakeholders, and the macroenvironment. The ethical issues on each layer are outlined as well as some possible solutions to them. Additionally, the paper develops a research agenda on the topic.
Keywords
artificial intelligence; robotics; tourism; hospitality; ethics; research agenda;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Kiggins, R. (Ed). (2018). The political economy of robots: Prospects for prosperity and peace in the automated 21st century. Cham: Palgrave Macmillan.
2 Kordzadeh, N. & Ghasemaghaei, M. (2021). Algorithmic bias: review, synthesis, and future research directions. European Journal of Information Systems, (in press), 1-22. https://doi.org/10.1080/0960085X.2021.1927212   DOI
3 Kurzweil, R. (2005). The singularity is near. When humans transcend biology. London: Duckworth Overlook.
4 Lin, H., Chi, O. H., & Gursoy, D. (2020). Antecedents of customers' acceptance of artificially intelligent robotic device use in hospitality services. Journal of Hospitality Marketing and Management, 29(5), 530-549.   DOI
5 Gunkel, D. J. (2018). Robot rights. Cambridge, MA: The MIT Press.
6 Ivanov, S. (2020). The impact of automation on tourism and hospitality jobs. Information Technology and Tourism, 22(2), 205-215.   DOI
7 Frey, C. B. (2019). The technology trap: Capital, labor, and power in the age of automation. Princeton and Oxford: Princeton University Press.
8 Gellers, J. C. (2021). Rights for robots: Artificial intelligence, animal and environmental law. Oxon: Routledge.
9 Crnkovic, G. D. & Cu ru klu , B. (2012). Robots: ethical by design. Ethics and Information Technology, 14(1), 61-71.   DOI
10 Tussyadiah, I. & Miller, G. (2019). Nudged by a robot: Responses to agency and feedback. Annals of Tourism Research, 78, 102752.   DOI
11 Makridakis, S. (2017). The forthcoming artificial intelligence (AI) revolution: Its impact on society and firms. Futures, 90, 46-60.   DOI
12 Kaplan, A. & Haenlein, M. (2019). Siri, Siri, in my hand: Who's the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15-25.   DOI
13 Liyanaarachchi, G. (2021). Managing privacy paradox through national culture: Reshaping online retailing strategy. Journal of Retailing and Consumer Services, 60, 102500.   DOI
14 Macnish, K. (2017). The ethics of surveillance: An introduction. London: Routledge.
15 Chesher, C. & Andreallo, F. (2021). Robotic faciality: The philosophy, science and art of robot faces. International Journal of Social Robotics, 13(1), 83-96.   DOI
16 Mercan, S., Akkaya, K., Cain, L., & Thomas, J. (2020). Security, privacy and ethical concerns of IoT implementations in hospitality domain. In Proceedings of the 2020 International Conferences on Internet of Things (iThings) and IEEE Green Computing and Communications (GreenCom) and IEEE Cyber, Physical and Social Computing (CPSCom) and IEEE Smart Data (SmartData) and IEEE Congress on Cybermatics (Cybermatics), 2-6 November 2020, Rhodes, Greece, IEEE, pp.198-203. https://doi.org/10.1109/iThings-GreenCom-CPSCom-SmartDataCybermatics50389.2020.00048   DOI
17 Miller, M. R. & Miller, R. (2017). Robots and robotics: principles, systems, and industrial applications. New York, NY: McGraw-Hill Education.
18 Zuboff, S. (2019). The age of surveillance capitalism. The fight for a human future at the new frontier of power. New York, NY: Public Affairs.
19 Padron-Avila, H. & Hernandez-Martin, R. (2020). How can researchers track tourists? A bibliometric content analysis of tourist tracking techniques. European Journal of Tourism Research, 26, 2601.   DOI
20 United Nations World Tourism Organization (1999). Global code of ethics for tourism. Madrid: UNWTO. Retrieved October 2, 2021, from https://www.unwto.org/global-code-of-ethics-for-tourism
21 Kazim, E., Denny, D.M.T., & Koshiyama, A. (2021). AI auditing and impact assessment: according to the UK information commissioner's office. AI Ethics (in press). https://doi.org/10.1007/s43681-021-00039-2   DOI
22 Sini, R. (2017). Does Saudi robot citizen have more rights than women? BBC. Retrieved October 13, 2021, from https://222.bbc.com/news/blogs-trending-41761856
23 Muller, V. C. (2021). Ethics of artificial intelligence and robotics. In Zalta, E. N. (Ed.). The Stanford Encyclopedia of Philosophy (Summer 2021 Edition). Retrieved October 6, 2021, from https://plato.stanford.edu/archives/sum2021/entries/ethics-ai/
24 Pan, B., Lin, M.S., Liang, Y., Akyildiz, A., & Park, S. Y. (2021). Social, ethical, and moral issues in smart tourism development in destinations. Journal of Smart Tourism, 1(1), 9-17.   DOI
25 Samala, N., Katkam, B. S., Bellamkonda, R. S., & Rodriguez, R. V. (2020). Impact of AI and robotics in the tourism sector: a critical insight. Journal of Tourism Futures, (in press). https://doi.org/10.1108/JTF-07-2019-0065   DOI
26 Umbrello, S. & van de Poel, I. (2021). Mapping value sensitive design onto AI for social good principles. AI and Ethics, 1(3), 283-296.   DOI
27 Bridge, A. (2015). Robots to serve guests in Japanese hotel. The Telegraph, 3 February, Retrieved October 1, 2021, from https://www.telegraph.co.uk/travel/destinations/asia/japan/articles/Robots-to-serve-guests-in-Japanese-hotel/
28 Dinan, E., Fan, A., Wu, L., Weston, J., Kiela, D., & Williams, A. (2020). Multidimensional gender bias classification. arXiv preprint. Retrieved September 12, 2021, from https://arxiv.org/abs/2005.00614.
29 Rhim, J., Lee, J. H., Chen, M., & Lim, A. (2021). A deeper look at autonomous vehicle ethics: an integrative ethical decision-making framework to explain moral pluralism. Frontiers in Robotics and AI, 8, 108.
30 Webster, C. (2021). Demography as a driver of robonomics. ROBONOMICS: The Journal of the Automated Economy, 1, 12.
31 Bostrum, N. (2014). Superintelligence: Paths, dangers, strategies. Oxford: Oxford University Press.
32 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, 2504.   DOI
33 Rastegar, N., Flaherty, J., Liang, L., & Choi, C. (2021). The adoption of self-service kiosks in quick-service restaurants. European Journal of Tourism Research, 27, 2709.   DOI
34 Bulchand-Gidumal, J. (2020). Impact of artificial intelligence in travel, tourism, and hospitality. In Xiang, Z., Fuchs, M., Gretzel, U. & Ho pken, W. (Eds.). Handbook of e-tourism. Cham: Springer.
35 Lin, P., Abney, K., & Bekey, G. A. (2011). Robot ethics: Mapping the issues for a mechanized world. Artificial Intelligence, 175, 942-949.   DOI
36 Cockcroft, S. & Rekker, S. (2016). The relationship between culture and information privacy policy. Electronic Markets, 26(1), 55-72.   DOI
37 Adams, B. N. (1967). Interaction theory and the social network. Sociometry, 30(1), 64-78.   DOI
38 Bareinboim, E. & Tian, J. (2015). Recovering causal effects from selection bias. In Proceedings of the 29th AAAI Conference on Artificial Intelligence, pp. 3475-3481. Retrieved October 1, 2021, from https://ojs.aaai.org/index.php/AAAI/article/view/9679
39 Belk, R. (2021). Ethical issues in service robotics and artificial intelligence. The Service Industries Journal, 41(13-14), 860-876.   DOI
40 Brynjolfsson, E. & McAfee, A. (2014). The second machine age: Work, progress, and prosperity in a time of brilliant technologies. New York: WW Norton and Company.
41 Ivanov, S., Kuyumdzhiev, M., & Webster, C. (2020). Automation fears: drivers and solutions. Technology in Society, 63, 101431.   DOI
42 Mazurek, G. & Malagocka, K. (2019). Are we down to zero-one code? Perception of privacy and data protection in the context of the development of artificial intelligence. Journal of Management Analytics, 6(4), 344-364.   DOI
43 High-level Expert Group on Artificial Intelligence (2019). Ethics guidelines for trustworthy AI. European Commission. Retrieved October 8, 2021, from https://digital-strategy.ec.europa.eu/en/library/ethics-guidelines-trustworthy-ai
44 International Organization for Standardization (2012). ISO 8373:2012(en) Robots and robotic devices - Vocabulary. Retrieved September 29, 2021, from https://www.iso.org/obp/ui/#iso:std:iso:8373:ed-2:v1:en:term:2.2.
45 Jamal, T. (2019). Justice and ethics in tourism. Abingdon, Oxon and New York: Routledge.
46 Lovelock, B. & Lovelock, K. (2013). The ethics of tourism: Critical and applied perspectives. Oxon: Routledge.
47 Leben, D. (2019). Ethics for robots: How to design a moral algorithm. Abingdon, Oxon and New York: Routledge.
48 Stoilova, E. (2021). AI chatbots as a customer service and support tool. ROBONOMICS: The Journal of the Automated Economy, 2, 21.
49 Lin, P., Jenkins, R., & Abney, K. (Eds.). (2017). Robot ethics 2.0: From autonomous cars to artificial intelligence. New York: Oxford University Press.
50 Macbeth, J. (2005). Towards an ethics platform for tourism. Annals of Tourism Research, 32(4), 962-984.   DOI
51 Lin, P., Abney, K., & Bekey, G. A. (Eds.). (2012). Robot ethics: The ethical and social implications of robotics. Cambridge, MA: The MIT Press.
52 Cain, L. N., Thomas, J. H., & Alonso Jr., M. (2019). From sci-fi to sci-fact: the state of robotics and AI in the hospitality industry. Journal of Hospitality and Tourism Technology, 10(4), 624-650.   DOI
53 Anderson, M. & Anderson, S. L. (2007). Machine ethics: Creating an ethical intelligent agent. AI Magazine, 28(4), 15.
54 Baker-Brunnbauer, J. (2021). TAII framework for trustworthy AI systems. ROBONOMICS: The Journal of the Automated Economy, 2, 17.
55 Barrat, J. (2013). Our final invention: Artificial intelligence and the end of the human era. New York: Macmillan.
56 Marques, G., Correia, A., & Costa, C. (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.   DOI
57 Naumov, N. (2019). The impact of robots, artificial intelligence, and service automation on service quality and service experience in hospitality. In Ivanov, S. & Webster, C. (Eds), Robots, artificial intelligence and service automation in travel, tourism and hospitality (pp. 123-133). Bingley: Emerald Publishing.
58 Bartneck, C. & Keijsers, M. (2020). The morality of abusing a robot. Paladyn, Journal of Behavioral Robotics, 11(1), 271-283.   DOI
59 Behdadi, D. & Munthe, C. (2020). A normative approach to artificial moral agency. Minds and Machines, 30, 195-218.   DOI
60 Panch, T., Mattie, H., & Atun, R. (2019). Artificial intelligence and algorithmic bias: implications for health systems. Journal of Global Health, 9(2), 020318.
61 Rambukkana, N. (Ed.). (2021). Intersectional automations: robotics, AI, algorithms, and Equity. London: Lexington Books.
62 Russell, S. J., & Norvig, P. (2016). Artificial intelligence: A modern approach. Harlow: Pearson Education Limited.
63 Seyitog lu, F. (2021). Automation vs authenticity in services. ROBONOMICS: The Journal of the Automated Economy, 2, 20.
64 Shead, S. (2019). World's first robot hotel fires half of its robots. Forbes. Retrieved August 15, 2020, from https://www.forbes.com/sites/samShead/2019/01/16/worlds-first-robot-hotel-fires-half-of-its-robots/
65 Springer, P. J. (2013). Military robots and drones: A reference handbook. Santa Barbara, CA: ABC-CLIO.
66 Tang, J., Repetti, T., & Raab, C. (2019). Perceived fairness of revenue management practices in casual and fine-dining restaurants. Journal of Hospitality and Tourism Insights, 2(1), 92-108.   DOI
67 Collier, D. A. (1983). The service sector revolution: The automation of services. Long Range Planning, 16(6), 10-20.   DOI
68 Danaher, J. & McArthur (Eds.) (2017). Robot sex: Social and ethical implications. Cambridge, MA: The MIT Press.
69 DeCanio, S. J. (2016). Robots and humans-complements or substitutes? Journal of Macroeconomics, 49, 280-291.   DOI
70 Stahl, B. C. & Wright, D. (2018). Ethics and privacy in AI and Big Data: Implementing responsible research and innovation. IEEE Security & Privacy, 16(3), 26-33.   DOI
71 Thaler, R. H. & Sunstein, C. (2008). Nudge: Improving decisions about health, wealth and happiness. New York: Penguin.
72 Tung, V. W. S. & Au, N. (2018). Exploring customer experiences with robotics in hospitality. International Journal of Contemporary Hospitality Management, 30(7), 2680-2697.   DOI
73 Tuomi, A., Tussyadiah, I., Ling, E. C., Miller, G., & Lee, G. (2020). x=(tourism_work) y=(sdg8) while y= true: automate (x). Annals of Tourism Research, 84, 102978.   DOI
74 Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the annals of tourism research curated collection on artificial intelligence and robotics in tourism. Annals of Tourism Research, 81, 102883.   DOI
75 Ferrer, X., van Nuenen, T., Such, J. M., Cote , M., & Criado, N. (2021) Bias and Discrimination in AI: a cross-disciplinary perspective. IEEE Technology and Society Magazine, 40(2), 72-80.   DOI
76 Deschacht, N. (2021). The digital revolution and the labor economics of automation: A review. ROBONOMICS: The Journal of the Automated Economy, 1, 8.
77 Coeckelbergh, M. (2020). AI ethics. Cambridge, MA: The MIT Press.
78 Feldmann, H. (2013). Technological unemployment in industrial countries. Journal of Evolutionary Economics, 23(5), 1099-1126.   DOI
79 Floridi, L., Cowls, J., King, T. C., & Taddeo, M. (2020). How to design AI for social good: Seven essential factors. Science and Engineering Ethics, 26(3), 1771-1796.   DOI
80 Friedman, B. & Hendry, D. G. (2019). Value sensitive design: Shaping technology with moral imagination. Cambridge, MA: MIT Press.
81 Umbrello, S., Torres, P., & De Bellis, A. F. (2020). The future of war: could lethal autonomous weapons make conflict more ethical? AI & SOCIETY, 35(1), 273-282.
82 Umbrello, S. (2020). Meaningful human control over smart home systems. HUMANA. MENTE Journal of Philosophical Studies, 13(37), 40-65.
83 Umbrello, S. & Wood, N. G. (2021). Autonomous weapons systems and the contextual nature of Hors de Combat Status. Information, 12(5), 216.   DOI
84 Umbrello, S. & Yampolskiy, R. V. (2021). Designing AI for explainability and verifiability: a value sensitive design approach to avoid artificial stupidity in autonomous vehicles. International Journal of Social Robotics, 1-10.
85 Van Uytsel, S. & Vargas, D. V. (Eds) (2021). Autonomous vehicles. Singapore: Springer.
86 Vinge, V. (1993). The coming technological singularity: How to survive in the post-human era. Vision-21. Interdisciplinary Science and Engineering in the Era of Cyberspace: Proceedings of a symposium sponsored by NASA Lewis Research Center and the Ohio Aerospace Institute, Westlake, Ohio, 30-31 March 1993, pp. 11-22.
87 Wagner, D. (2021a). Artificial Intelligence and the dark side of management. ROBONOMICS: The Journal of the Automated Economy, 1, 10.
88 Wagner, D. N. (2021b). On the emergence and design of AI nudging: the gentle big brother? ROBONOMICS: The Journal of the Automated Economy, 2, 18.
89 Wallach, W., & Allen, C. (2008). Moral machines: Teaching robots right from wrong. Oxford: Oxford University Press.
90 Webster, C., & Ivanov, S. (2020). Demographic change as a driver for tourism automation. Journal of Tourism Futures, 6(3), 263-270.   DOI
91 Ivanov, S. & Webster, C. (Eds) (2019). Robots, artificial intelligence and service automation in travel, tourism and hospitality. Bingley, UK: Emerald Publishing.
92 Friedman, B. & Nissenbaum, H. (1996). Bias in computer systems. ACM Transactions on Information Systems, 14(3), 330-347.   DOI
93 Gretzel, U. (2011). Intelligent systems in tourism: A social science perspective. Annals of Tourism Research, 38(3), 757-779.   DOI
94 Ivanov, S. (2021). Robonomics: The rise of the automated economy. ROBONOMICS: The Journal of the Automated Economy, 1, 11.
95 Ivanov, S., Webster, C., Stoilova, E., & Slobodskoy, D. (2020). Biosecurity, crisis management, automation technologies, and economic performance of travel, tourism and hospitality companies - a conceptual framework. Tourism Economics (in press). https://doi.org/10.1177/1354816620946541   DOI
96 Jamal, T. (2020). Tourism ethics: a perspective article. Tourism Review, 75(1), 221-224.   DOI
97 Van den Hoven, J., Miller, S., & Pogge, T. (2017). The design turn in applied ethics. In van den Hoven, J., Miller, S., & Pogge, T. (Eds.). Designing in ethics (pp. 11-31). Cambridge: Cambridge University Press.