Tourists’ Perceptions of AI Ethics, Privacy Concerns, and Responsible Adoption of Artificial Intelligence in Hospitality Services

Avinash Chandra; Ranjit Kumar

doi:10.69968/ijisem.2026v5i3649-656

Authors

Avinash Chandra Assistant Professor, College of Vocational Studies, University of Delhi, New Delhi - 110017
Ranjit Kumar Independent Researcher, Jawahar Navodaya Vidyalaya, Kanpur Nagar

DOI:

https://doi.org/10.69968/ijisem.2026v5i3649-656

Keywords:

Artificial Intelligence, Hospitality Services, Ai Ethics, Privacy Concerns, Responsible Ai Adoption

Abstract

AI is revolutionizing hospitality services with its chatbots, virtual assistants, recommendation systems, service robots, automated customer services, and generative AI. Previous studies have found that technology can improve personalisation, convenience, and efficiency along with customer experience. However, greater attention seems to be needed towards ethical and responsible uses. This review examines the tourists’ views on the ethics, privacy and responsible practices in the hospitality industry. The study used on secondary sources covering data protection, trust, transparency, fairness, accountability, and human oversight. The review concluded that the trust and acceptance of the tourists over the use of AI relies for several reasons including its usefulness and convenience. They rely on its efficiency, reliability and fairness along with its security and transparency of AI powered services. The study also confirms that unauthorized collection of data, profiling and surveillance can diminish this trust and intention to adopt. The study finally concluded that an efficient and responsible use of AI is based on several parameters such as transpermeable, privacy protection, fairness, accountability, user control, accuracy and a human-centred approach to AI usage.

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