Research Articles
Artificial Intelligence
Agentic AI in Hospitality and Tourism: A Typology, Six Risk Domains, and a Research Agenda
Most AI in hospitality responds to instructions. Agentic AI pursues goals autonomously, reasons across contexts, and coordinates actions across service systems with minimal human oversight. A conceptual paper proposes five functional agent roles — service, planning, monitoring, engagement, and meta-agents — and identifies six interconnected risk domains from algorithmic bias to legal ambiguity. Industry cases from Air Canada, Marriott, McDonald's, and Carnival Cruise Line anchor the governance argument in documented real-world evidence.