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The Role of Robots, Artificial Intelligence, and Service Automation in Events

Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality

ISBN: 978-1-78756-688-0, eISBN: 978-1-78756-687-3

Publication date: 14 October 2019

Abstract

Purpose: An examination of the uptake and application of Robotic, Artificial Intelligence and Service Automation (RAISA) technologies by the events industry.

Design/methodology/approach: Academic and practitioner literature review and analysis pertaining to the relevance of RAISA in events.

Findings: The events industry has tended to rely on automation in staging and event production and the application of RAISA in events has been limited but holds great potential for the future. Whereas, in the hospitality and tourism industries RAISA has been applied across a range of service functions. For example, in such industries, artificial intelligence, machine learning and service robotics technologies have become commonplace. Nonetheless, the same level of adoption of RAISA in events is less evident particularly in front-of-house operation, due largely to the incompatibility with the raison d'être of event attendance – the purposive congregation of people seeking an event experience.

Research limitations/implications: The findings are the views of the authors and are therefore reliant upon existing events management literature on RAISA and their interpretation of this information and its application to the events industry.

Practical implications: RAISA has the capacity to play a crucial technical function in the events industry. However, it needs to be acknowledged that an event is essentially an experiential product which is simultaneously delivered and consumed in a particular setting/venue. RAISA applications and techniques avail event management immense sustainability and growth potential.

Social implications: Events are expressions of human social interactions and activities. Given the recent trend in sports media consumption as a substitute for live event attendance compounded by barriers to event attendance such as heightened terrorism threat and high expense/cost, there is a real risk of degradation of the social significance of the events industry. The prudent uptake of RAISA has the potential to emolliate the barriers to attendance while facilitating effective marketing and industry sustainability.

Originality/value: This chapter provides a new perspective in focusing on the potential applicability of RAISA in event management practice.

Keywords

Citation

Ogle, A. and Lamb, D. (2019), "The Role of Robots, Artificial Intelligence, and Service Automation in Events", Ivanov, S. and Webster, C. (Ed.) Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality, Emerald Publishing Limited, Leeds, pp. 255-269. https://doi.org/10.1108/978-1-78756-687-320191012

Publisher

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Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited