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By analyzing existing research, we identify three key strategic roles for AI: automation, information provision, and transformation. AI applications, such as service robots, chatbots, and predictive analytics, can enhance operational efficiency, improve decision-making, and drive innovation across the industry. While research highlights the potential benefits of AI, including increased customer satisfaction, improved employee productivity, and enhanced competitive advantage, empirical evidence linking AI to concrete business outcomes remains limited. Future research should focus on (1) the\n                    <jats:italic toggle=\"yes\">transform<\/jats:italic>\n                    ation of business models and processes within hospitality organizations, (2) the evolving customer experience in an AI-powered environment, and (3) theory, scale, and framework development for AI research in the tourism and hospitality context.\n                  <\/jats:p>","DOI":"10.1177\/13548166261418787","type":"journal-article","created":{"date-parts":[[2026,1,21]],"date-time":"2026-01-21T20:12:26Z","timestamp":1769026346000},"page":"845-878","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":1,"title":["Economic impact of artificial intelligence (AI): Conceptualization of business value of AI and future agenda for tourism and hospitality research"],"prefix":"10.1177","volume":"32","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4939-2936","authenticated-orcid":false,"given":"Minwoo","family":"Lee","sequence":"first","affiliation":[{"name":"University of Houston"},{"name":"Kyung Hee University"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4180-0701","authenticated-orcid":false,"given":"Billy","family":"Bai","sequence":"additional","affiliation":[{"name":"The Hong Kong Polytechnic University"}]},{"given":"Annamarie D.","family":"Sisson","sequence":"additional","affiliation":[{"name":"Edinburgh Napier University"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4044-0030","authenticated-orcid":false,"given":"Rui","family":"Costa","sequence":"additional","affiliation":[{"name":"University of Aveiro"}]}],"member":"179","published-online":{"date-parts":[[2026,1,21]]},"reference":[{"key":"e_1_3_5_2_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jhtm.2019.11.003"},{"key":"e_1_3_5_3_1","volume-title":"You May Be Owed Money in $45 Million Settlement with GMG Hotels","author":"Alund N","year":"2025","unstructured":"Alund N (2025) You May Be Owed Money in $45 Million Settlement with GMG Hotels. 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