Scriptie

Exploring the potential use of artificial intelligence and futuristic technology in luxury hospitality industry, and its consequences.

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Thesis

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NHL Stenden Hogeschool (NHL)

The following document is a Final Management Project for Year 4. Type of research: mixed. Grade: 9.0 ABSTRACT: The following paper explores various possible innovations in the sphere of Artificial Intelligence and their potential applicability to luxury hospitality. Options of standalone Artif...

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Management Project
Final

Exploring the potential use of artificial intelligence and futuristic technology in luxury
hospitality industry, and its consequences.

Research area 5: Innovative Technology & AI

*Name Surname*
*Student Number*

Company: Sofitel Legend the Grand Amsterdam

Hand in date 09/05/2022

Word count: 10.000

NHL Stenden – Hospitality Management
Leeuwarden
The Netherlands

Submitted in Partial Fulfilment of the Requirements of the degree Program
Bachelor of Arts (Hospitality Management)

,Declaration own work

This work is composed by me.
This work has not been accepted in any previous application for a degree or diploma, by me or
anyone else.
The work of which this is a record is done wholly by me.
All verbatim extracts have been distinguished by quotation marks and the sources of my
information have been specifically acknowledged.

Signed and acknowledged by:
Relation number:
Date:
Signature:

2

,Contents
1.1 Topic Description / Context...............................................................................................................7
1.1.1 Context and rationale for the study............................................................................................7
1.1.2 Problem description....................................................................................................................8
1.1.3 Purpose and relevance of the study............................................................................................9
1.2 Literature Review...............................................................................................................................9
1.2.1 AI Utilization in Luxury Hospitality..............................................................................................9
1.2.2 Benefits and risks......................................................................................................................12
1.3 Conceptual Model............................................................................................................................16
1.4 Research Definition..........................................................................................................................16
1.4.1 Problem Statement...................................................................................................................16
1.4.2 Research Questions..................................................................................................................16
Chapter 2 Method Section.........................................................................................................................17
2.1 Research design...............................................................................................................................17
2.2 Instrument.......................................................................................................................................17
2.3 Population, Sample & Sampling method.........................................................................................18
2.4 Data collection.................................................................................................................................18
2.5 Data analysis....................................................................................................................................18
2.6 Ethical issues....................................................................................................................................19
2.7 Planning...........................................................................................................................................19
Chapter 3: Results......................................................................................................................................20
Interview Results...................................................................................................................................20
Chapter 4: Discussion................................................................................................................................29
Limitations of the research....................................................................................................................34
Conclusions............................................................................................................................................35
Chapter 5: Recommendations...................................................................................................................36
Reflection on Personal Learning during the MP Process........................................................................38
During the process of writing the Management Project, while having to go through the real-world
learning part of the year, I have acquired a lot of knowledge, both theoretical and practical. I have
better understood the current post-covid situation in the hospitality, and its effects on the business
overall. I have gathered plenty of insight into the changes and trends in hospitality, especially
regarding the technological front, as well as future AI prognoses, since it was the main topic of my
research. I have also learned to better assess the processes within the organisation and hopefully
provided a valuable insight with my MP as to potential adjustments it could make in the future to

3

, upgrade their company to the ‘next level’. Lastly, I have most certainly improved upon my ability to
work/study independently, which without a doubt will come in handy in my future career................38
On a personal note, throughout the lengthy process of writing my Management Project, thankfully,
there were not many difficulties that I have encountered, however, there have been several lessons
and a drastic switch in personal opinions on the topic..........................................................................38
Appendices................................................................................................................................................43
Appendix 1 Quantitative Analysis Scheme.............................................................................................43
Appendix 2 Interview questions:...........................................................................................................43
Appendix 3 Consent form Qualitative and Quantitative research & Participant Information Sheet......44
Appendix 4 Consent Form – Interviews.................................................................................................45
Appendix 5 Consent Form – Interview confirmation form....................................................................46
Appendix 6 Interview Transcript + Visualized Coding Process...............................................................47

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