Machine-Learning Holistic Review in Tourism and Hospitality

Artificial intelligence (AI) has been used as an innovative and developing big data analytics technique, and AI has been a significant consideration in hospitality and tourism, as a result of the recent world which is wealth in data and implies the need to consider big data analysis to achieve some insights about the tourism and hospitality business, mainly to know their customer, in terms of preferences and what contributes to their satisfaction. This paper aims to present a holistic view of Machine Learning in tourism and hospitality research and discover the challenges and gaps that need to be focused on by forthcoming investigation. This research found that the holistic literature reviews on this subject are yet limited, restricting our understanding of the historical advancement of Machine learning investigation and its potential prospects. Future research can be extended to a systematic literature review to offer a more comprehensive review of how Machine learning has high light on tourism and hospitality research and suggest the newest growth in this subject.