Robotics, artificial intelligence and service automation (RAISA): A model for smart and sustainable destination management
DOI:
https://doi.org/10.18778/0867-5856.2026.03Keywords:
robotics, artificial intelligence, chatbots, virtual reality, service automation, smart tourism, destination managementAbstract
Technological progress in information and communication technologies (ICTs) has facilitated the implementation of automation and the integration of more advanced technologies in all industries. With the advent of robotics, artificial intelligence and service automation (RAISA) technologies, tourism service providers and market players have redirected their attention from traditional and conventional methods of service delivery to more modern and innovative approaches. Emerging technologies such as big data, mobile internet, the internet of things (IoT), and artificial intelligence (AI) have been fueling a rapid growth in innovations that facilitate a sustainable shift towards social robots. While AI is extensively studied in the field of tourism research, robotics and intelligent service automation have received less comprehensive research attention. The present study endeavors to investigate the prospective landscape of the travel and tourism sector using a rigorous qualitative secondary data analysis approach through web page content analysis on the awareness and usage of RAISA technologies in the global marketplace. The publication proposes four primary research objectives: investigating the advantages of RAISA, evaluating its usage and adaptability, examining the effects and difficulties of implementing the systems, and establishing a sustainable future with RAISA-enabled services. Research in these fields will facilitate the systematic and organized generation of knowledge, enabling the academic community to guarantee the advantageous implementations of intelligent automation in the tourism sector. This work presents a taxonomy for RAISA technologies in tourism and presents a persuasive case for how this interdisciplinary field should be included in conventional tourism research.
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