Perspectives on the Integration of Artificial Intelligence in the Independent Hotel Sector of the Rabat-Sale-Kenitra Region: An Empirical Study

The number of academic studies on robotic technologies and artificial intelligence applications is observed to be increasing day by day. However, studies exploring the future place and importance of artificial intelligence and robotic technologies in the tourism and hospitality industries are somewhat limited. This study aims to fill this gap by examining the role of artificial intelligence and robotics in the hospitality sector, focusing specifically on independent hotels in Morocco. In this context, the study first assesses artificial intelligence and robotics technologies, followed by an examination of the development of artificial intelligence technology. Subsequently, it investigates current applications of artificial intelligence in the tourism industry. Using semi-structured interviews, the study then evaluates the importance, challenges, and limitations of applying AI and big data to independent hotels in the region of Rabat-Sale-Kenitra. Finally, the study draws several conclusions regarding the future impact of artificial intelligence and robotic technologies on the tourism and hospitality industries, with a particular emphasis on independent hotels, which have received comparatively less attention.