Agentic AI in Hospitality and Tourism: Opportunities, Risks, and Research Pathways
基于社会技术系统理论，本文提出自主AI的五种功能角色类型，分析其在酒店旅游业的机遇与风险，并给出治理策略和研究议程，适合关注AI应用的管理者和研究者判断是否深入阅读。
The rapid advancement of artificial intelligence (AI) is ushering in a new era of service innovation, with agentic AI systems, characterized by autonomy, contextual reasoning, and adaptive decision-making, poised to transform the hospitality and tourism industry. Grounded in socio-technical systems theory, this conceptual paper examines the technical foundations of agentic AI and proposes a typology of five functional roles: service agents, planning agents, monitoring agents, engagement agents, and meta-agents. These systems offer opportunities for enhanced personalization, efficiency, and guest engagement. However, their adoption introduces critical risks, including data privacy concerns, algorithmic bias, cultural misinterpretation, and workforce displacement. The paper outlines governance strategies emphasizing ethical design, human–AI collaboration, and regulatory adaptation. It concludes with a research agenda to guide empirical inquiry into the social, cultural, and psychological impacts of agentic AI across hospitality and tourism contexts.