Strategic roadmapping of artificial intelligence in tourism and hospitality industry: a patent-based knowledge management perspective

Abstract

This study aims to identify artificial intelligence (AI) application areas and develop a strategic technology roadmap in the tourism and hospitality industry. The study employs structural topic modeling approach and analyzes patent data from 2010 to 2024. A total of 866 patents (2010–2019) and 3,822 patents (2020–2024) are analyzed to identify application areas. During 2010–2019, applications focused on guest experience, personalization, and efficiency. During 2020–2024, the emphasis shifted towards health, safety, and personalized wellness. Further, the strategic roadmap for AI technology was prepared for near-term (0–2 years), mid-term (2–5 years), and long-term (5–10 years). By leveraging patent data as codified knowledge of innovation, the study contributes to the field of knowledge management by mapping how technological capabilities evolve and become embedded in organizational processes. Overall, the study offers valuable insights into the changing landscape of AI applications and their implications for the tourism and hospitality industry.