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Ethics in Hospitality: Building Trust and Success Through Integrity

• 2023-06-28 15:38:52
• updated at 2024-01-18 08:02:09
• News Hospitality & Tourism

In the bustling world of hospitality, where exceptional guest experiences and outstanding service are paramount, the role of ethics cannot be overstated. Hospitality ethics encompasses a set of principles and values that guide professionals in the industry towards maintaining integrity, fairness, and responsibility in their conduct. In this blog post, we will delve into the significance of prioritising work ethics in your hospitality business, explore the theoretical background and hypothesis development of hospitality ethics, and highlight nine important ethics that can help elevate your establishment's reputation. Additionally, we will touch upon the existence of codes of ethics in the tourism and hospitality industries, providing a comprehensive overview of this crucial topic.

What Is Hospitality Ethics? 

Hospitality ethics goes beyond legal obligations and focuses on creating a culture of trust, respect, and transparency. It sets the moral compass for individuals and organisations in the hospitality industry, guiding their behaviour towards maintaining the highest standards of integrity and contributing to a positive and ethical guest experience.

The Importance of Prioritising Work Ethics in Your Business

When it comes to the success of your hospitality business, prioritising work ethics plays a pivotal role. There has been significant disregard from the hotel industry when it comes to moral and ethical issues, according to research mentioned by Frontiers . These issues not only impact employee performance but also hinder the financial growth and long-term sustainability of hotels, which is one of the reasons why hotels should prioritise ethics. Here are some other reasons: 

Building Trust and Fostering Loyalty

At the heart of ethical business practices in hospitality lies the establishment of trust. When guests check into a hotel or dine at a restaurant, they inherently place their trust in the establishment to provide a safe, enjoyable, and reliable experience. Ethical conduct ensures that this trust is not only maintained but also fortified. When guests encounter honesty, transparency, and fairness, they are more likely to return. Loyal customers become the bedrock of any successful hospitality business, ensuring a consistent revenue stream and positive recommendations to potential guests.

Enhancing Reputation and Credibility

Ethical behaviour forms the cornerstone of a positive reputation. In the age of online reviews and social media, a single negative incident, if rooted in unethical conduct, can snowball into a public relations nightmare. On the flip side, positive ethical behaviour generates glowing reviews, favourable ratings, and enthusiastic recommendations. These digital testaments serve as powerful marketing tools, attracting new guests who are more likely to trust an establishment with a spotless ethical track record.

Increasing Employee Performance and Morale

Ethics isn’t just about how a business interacts with its customers; it’s also about the internal culture it nurtures. When employees are treated fairly, given equal opportunities, and operate in an environment devoid of discrimination or harassment, they are more motivated and productive. Ethical practices enhance job satisfaction and loyalty among employees, leading to a committed and motivated workforce. Satisfied employees are more likely to deliver exceptional service, thereby enhancing the overall guest experience.

Ensuring Long-Term Sustainability

Ethics in hospitality isn’t a short-term investment; it’s a long-term commitment. Businesses that prioritise ethical practices lay the foundation for sustained success. By nurturing trust and loyalty, establishing a robust reputation, and maintaining a motivated staff, a hospitality business creates a stable ecosystem that can weather market fluctuations and economic challenges. Ethical conduct ensures that the business is not just a flash in the pan but a lasting presence in the industry.

Adapting to Changing Consumer Expectations

The modern consumer is more informed and socially conscious than ever before. Ethical considerations, such as environmental responsibility and fair treatment of employees, have become significant factors in consumers' decision-making processes. Hospitality businesses that prioritise work ethics are not only meeting current expectations but also future-proofing themselves. Adapting to evolving ethical norms ensures that the business remains relevant and attractive to the socially aware consumers of tomorrow.

Fostering a Positive Work Environment

Ethical businesses prioritise fairness, respect, and inclusivity within the workplace. This not only results in satisfied employees but also fosters a positive work environment. Such an environment is characterised by collaboration, creativity, and innovation. When employees are confident in the ethical standards of their workplace, they are more likely to contribute positively, leading to a vibrant and dynamic workplace culture.

In essence, prioritising work ethics in the hospitality industry is a multifaceted strategy that reaps substantial rewards. It’s not just about compliance; it’s about creating a culture where every stakeholder—guests, employees, management, and the community—feels valued, respected, and secure. Ethical hospitality businesses aren’t just providers of services; they are bastions of trust, beacons of integrity, and paragons of excellence. Through ethical conduct, a hospitality business doesn’t just succeed; it thrives, leaving a lasting imprint on the hearts of guests and the industry alike.

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Theoretical Background 

To truly understand the depth of hospitality ethics, delving into the theoretical perspectives that underpin its importance is essential. One such foundational theory that resonates profoundly in the hospitality industry is the Stakeholder Theory. Unlike traditional business models that primarily focus on maximising profits for shareholders, Stakeholder Theory posits that businesses should consider the interests of all stakeholders involved in their operations. In the context of hospitality, stakeholders include not only shareholders but also guests, employees, suppliers, and the wider community.

1. Consideration of All Stakeholders:

In ethical hospitality, every decision and action are weighed against the impact it might have on various stakeholders. For instance, in a hotel setting, guests expect exceptional service, a safe environment, and cultural sensitivity. Employees seek fair treatment, opportunities for growth, and a supportive work atmosphere. Suppliers aim for transparent and ethical business transactions, while the community surrounding the establishment looks for responsible corporate citizenship and support for local initiatives. By considering and accommodating the needs of all these stakeholders, a hospitality business creates a harmonious ecosystem where each element supports and sustains the other.

2. Building Trust and Relationships:

Stakeholder Theory emphasises that businesses are not isolated entities; they are woven into the fabric of society. By prioritising ethical practices guided by this theory, hospitality establishments build trust with stakeholders. When guests perceive a hotel or restaurant as ethically responsible, they feel more secure in their choice, fostering brand loyalty. Likewise, employees who are treated fairly and respectfully are more likely to be engaged, leading to enhanced productivity and a positive workplace atmosphere. Ethical behaviour towards suppliers and the community reinforces the establishment's reputation, paving the way for long-lasting relationships.

3. Long-term Sustainability and Success:

Stakeholder Theory advocates for the long-term view of business success. While immediate profits are important, sustainable and ethical practices lead to enduring success. When a hotel or restaurant is regarded as ethically responsible, it attracts socially conscious guests and employees. Moreover, it encourages partnerships with suppliers who share similar values and garners support from the local community. These elements combined not only contribute to the business's sustainability but also elevate its standing in the industry, making it a preferred choice for both guests and partners.

4. Ethical Decision-Making and Crisis Management:

Stakeholder Theory serves as a guide in ethical decision-making, especially in challenging situations. When a hospitality business faces a crisis, such as a negative incident or a public relations challenge, considering the interests of all stakeholders aids in making decisions that are not only legally compliant but also morally sound. Ethical crisis management, rooted in the principles of Stakeholder Theory, involves transparent communication, fair compensation when necessary, and a commitment to rectifying mistakes. By aligning actions with the needs and expectations of stakeholders, a business can navigate crises with integrity, minimising reputational damage and fostering a quicker recovery.

In essence, Stakeholder Theory forms the bedrock of ethical hospitality. It's not just a theoretical framework; it's a guiding philosophy that shapes the very essence of how hospitality businesses operate. By embracing this theory and translating its principles into tangible actions, the hospitality industry can truly embody ethical excellence, setting new standards for responsible business practices and ensuring a future where ethical conduct is not just a choice but an industry norm.

9 Important Hospitality Ethical Practices

In the intricate tapestry of hospitality, ethical principles serve as the threads that bind exceptional guest experiences and responsible business practices together. These principles not only define the industry's moral compass but also shape the character of hospitality establishments. Let’s take a closer look at the nine crucial ethical guidelines that form the foundation of ethical hospitality:

1. Honesty and Integrity

At the heart of ethical hospitality lies the commitment to honesty and integrity. This principle demands truthfulness in all interactions, from advertising services to guest interactions. By being sincere in promises made and transparent in communication, establishments build a foundation of trust upon which enduring relationships with both guests and employees are built.

2. Respect for Diversity

In the rich mosaic of global guests, the hospitality industry encounters individuals from diverse cultural, ethnic, and social backgrounds. Respecting diversity means more than acknowledging differences; it involves embracing them. Ethical establishments cultivate an atmosphere where every guest and employee feels welcomed, valued, and respected, regardless of their background or beliefs.

3. Confidentiality

The trust guests place in hospitality establishments includes the assurance that their personal information remains secure. Ethical hospitality businesses prioritise confidentiality, ensuring guest data is protected from unauthorised access. From reservation details to payment information, safeguarding sensitive data is not just a legal obligation but a fundamental ethical responsibility.

4. Fair Treatment

Ethical hospitality extends beyond the guest experience to encompass the treatment of employees. Fair treatment involves providing equal opportunities, fair wages, and a discrimination-free work environment. By fostering an inclusive atmosphere, establishments create a positive workplace culture, enhancing both employee satisfaction and guest experience.

5. Environmental Responsibility

In an era marked by environmental consciousness, ethical hospitality demands environmental responsibility. Establishments engage in sustainable practices, such as waste reduction, energy conservation, and responsible sourcing. By minimising the ecological footprint, ethical hospitality not only meets the demands of socially conscious guests but also contributes to the global environmental cause.

6. Ethical Marketing and Advertising

Transparency and honesty extend to marketing and advertising practices. Ethical establishments avoid deceptive tactics and ensure their promotions accurately represent their offerings. By providing accurate information, businesses build credibility, leading to guest trust and long-term relationships.

7. Responsible Supply Chain Management

Ethical responsibility transcends direct interactions with guests and employees. It encompasses responsible supply chain management, including supporting local businesses and using sustainable suppliers. By adopting ethical sourcing practices, hospitality establishments promote fairness and sustainability, fostering a positive impact on the wider community.

8. Responsible Alcohol Service

For establishments serving alcohol, responsible service is a paramount ethical consideration. Adhering to legal requirements, promoting moderate consumption, and prioritising guest well-being by preventing overconsumption are key components. By ensuring responsible alcohol service, businesses safeguard both guests and their own reputation.

9. Community Engagement

Ethical hospitality goes beyond the confines of the establishment and extends into the local community. Engaging with the community through support for local initiatives, charities, and events demonstrates social responsibility. By being active corporate citizens, hospitality businesses foster positive relationships, strengthen the community, and enhance their own reputation.

In essence, these nine ethical principles are not mere guidelines; they are the essence of hospitality’s moral fabric. When embraced and embodied, these principles transform hotels and restaurants into sanctuaries of trust, respect, and responsible conduct. Ethical hospitality is not just a concept; it’s a commitment that shapes not only the industry but also the experiences and perceptions of every guest it welcomes.

Table 1: Practical scenarios for each ethical principle 

Codes of Ethics in Tourism and Hospitality Industries 

In the labyrinthine world of tourism and hospitality, where diverse cultures converge and myriad expectations interlace, establishing a set of ethical guidelines becomes paramount. This necessity has led to the creation of codes of ethics, meticulously crafted frameworks designed to steer the industry toward responsible, ethical practices. These codes, developed and embraced by professional organisations and industry associations, serve as beacons illuminating the path toward ethical conduct in an otherwise complex terrain.

Guidelines for Ethical Conduct

Codes of ethics in the tourism and hospitality industries are comprehensive documents that outline the expected standards of ethical behaviour. These guidelines touch upon a multitude of aspects, ranging from guest interactions to environmental sustainability. By providing clear and detailed standards, these codes offer businesses a tangible reference point, ensuring that ethical principles are not just lofty ideals but practical benchmarks that can be integrated into daily operations.

Facilitating Self-Regulation

One of the remarkable aspects of codes of ethics is their role in fostering self-regulation within the industry. By adhering to these guidelines, businesses actively participate in shaping an ethical standard for the entire sector. This self-regulation not only ensures a level playing field but also fosters an environment where ethical conduct is not just a competitive advantage but a fundamental requirement.

Alignment with Established Ethical Principles

Codes of ethics are not standalone entities; they are carefully aligned with established ethical principles. By grounding themselves in universal values such as honesty, fairness, and respect, these codes ensure that businesses adhere to a moral compass that transcends geographical and cultural boundaries. This alignment not only fosters consistency in ethical behaviour but also enhances the industry’s reputation on a global scale.

Recognition for Ethical Commitment

Businesses that adhere to codes of ethics gain recognition for their commitment to ethical conduct. This recognition isn’t just a badge of honour; it’s a testament to the establishment’s integrity. Guests, particularly those who prioritise socially responsible choices, are more likely to choose businesses that are recognised for their ethical commitments. Therefore, adherence to these codes not only elevates a business’s reputation but also serves as a powerful marketing tool.

Contributing to Industry-Wide Ethical Standards

The tourism and hospitality industries are vast ecosystems with countless players. Codes of ethics play a pivotal role in creating industry-wide ethical standards. By establishing a collective commitment to responsible practices, these codes shape the behaviour of businesses, large and small. This collective effort not only enhances the industry’s credibility but also contributes to the evolution of ethical norms, setting the stage for continuous improvement and innovation.

Adapting to Changing Dynamics

The landscape of tourism and hospitality is dynamic, with new challenges and opportunities emerging constantly. Codes of ethics, while rooted in timeless principles, are adaptable documents. They can be revised and updated to address contemporary challenges, ensuring that the industry’s ethical standards remain relevant and robust. This adaptability allows businesses to navigate new ethical dilemmas effectively, fostering a culture of continuous ethical improvement.

In summary, codes of ethics in the tourism and hospitality industries are not just regulatory documents; they are ethical roadmaps guiding businesses toward responsible and sustainable practices. By adhering to these codes, businesses not only uphold their moral obligations but also actively contribute to the creation of an industry where ethical conduct is not just a choice but an unwavering norm. Embracing these codes isn’t just a compliance requirement; it’s a commitment to shaping an industry that stands on pillars of integrity, respect, and ethical excellence.

The Future of Hospitality Ethics

The landscape of the hospitality industry is undergoing a radical transformation, driven by rapid technological advancements and innovative solutions. As the industry hurtles into the future, the intersection between technology and ethics becomes a focal point, shaping the way businesses operate, interact with guests, and uphold ethical standards. Embracing technology and innovation is not just a choice for hospitality establishments; it's an imperative that can redefine the very essence of ethical hospitality.

Enhanced Guest Experience through Personalisation

In the digital age, technology enables hyper-personalisation. Hotels and restaurants can leverage data analytics and artificial intelligence to understand guest preferences, from room temperature to dining choices. Ethical use of this data involves ensuring guests' privacy, being transparent about data collection, and utilising the information to enhance guest experience without compromising their trust. Personalised experiences, rooted in ethical data usage, not only delight guests but also foster a sense of respect and understanding.

Sustainable Practices Enabled by Smart Technology

Sustainability is a cornerstone of ethical hospitality. Technology offers innovative solutions to minimise environmental impact. Smart thermostats, energy-efficient lighting, and IoT-enabled devices allow establishments to optimise resource usage. Ethical businesses embrace these technologies to reduce waste, conserve energy, and actively contribute to environmental conservation efforts. By incorporating sustainable practices enabled by technology, establishments not only fulfil their ethical obligations but also appeal to eco-conscious guests.

Blockchain for Transparent Supply Chain Management

Transparency in the supply chain is a growing concern for socially responsible consumers. Blockchain technology provides an immutable ledger that can trace the journey of products and ingredients from their origin to the table. Ethical establishments use blockchain to ensure the authenticity of locally sourced products, fair trade practices, and sustainable sourcing. By embracing this technology, businesses enhance transparency, build trust with guests, and uphold ethical standards in their supply chain operations.

Ethical Considerations in AI and Automation

The rise of artificial intelligence and automation presents ethical considerations, particularly in the context of employment. Ethical businesses ensure that the implementation of AI and automation does not lead to mass layoffs but is instead used to enhance efficiency, allowing human employees to focus on tasks that require empathy, creativity, and personal touch. Upholding ethical principles involves investing in employee training and development to adapt to technological changes , ensuring a harmonious balance between innovation and ethical employment practices.

Digital Ethics and Guest Data Security

As digital interactions become ubiquitous, ensuring the security of guest data is paramount. In fact, customers now tend to favour businesses they trust to handle their data responsibly, influencing their choices and transactions, according to Atlan . Ethical establishments invest in robust cybersecurity measures, encrypting guest information and safeguarding it against breaches. Moreover, businesses are transparent with guests about data usage, seeking explicit consent for its collection and ensuring its ethical and responsible management. Ethical handling of digital data not only safeguards guests’ privacy but also fortifies the establishment’s reputation as a trustworthy entity.

Ethical AI in Customer Service

Artificial intelligence is reshaping customer service, with chatbots and virtual assistants becoming commonplace. Ethical AI in hospitality involves ensuring that these AI-driven interactions are transparent and clearly identified as such. It also means programming AI with ethical guidelines, avoiding biassed responses and ensuring respectful and empathetic communication. Even though AI is said to enhance the customer service experience, statistics show that the majority of consumers, accounting for 61%, express a preference for human understanding over AI when it comes to their needs. By adopting ethical AI practices, businesses enhance efficiency while preserving the human touch that defines ethical hospitality.

In the rapidly evolving landscape of technology and innovation, ethical considerations are not a hindrance but a compass guiding the industry toward a future where hospitality is both technologically advanced and morally grounded. Embracing these advancements with ethical integrity not only ensures the industry’s relevance but also paves the way for a future where technology is harnessed for the betterment of guest experiences, employee well-being, and the global community. The future of hospitality ethics lies not just in the adoption of technology but in the ethical wisdom with which it is embraced and integrated into the very fabric of the industry.

Ethical Challenges in Hospitality

While the principles of ethical conduct in hospitality are well-established, the industry often encounters complex challenges that dwell in the grey areas between right and wrong. These ethical dilemmas demand careful consideration and thoughtful navigation. Let’s explore some of these challenges, shedding light on how hospitality professionals can navigate these intricate moral landscapes:

1. Labour Rights and Fair Wages

One of the prominent ethical challenges in hospitality lies in the realm of labour rights and fair wages. In an industry often characterised by seasonal employment and fluctuating demand, ensuring stable employment and fair compensation becomes a daunting task. Ethical establishments proactively engage in fair wage practices, offering competitive salaries, benefits, and opportunities for growth. By investing in their workforce, businesses not only uphold ethical standards but also create a motivated and loyal team, enhancing both guest experience and employee satisfaction.

2. Animal Welfare in Hospitality

In the culinary sphere, ethical dilemmas arise concerning the sourcing and preparation of animal products. Ethical establishments recognise the importance of humane practices in animal farming and strive to source products from suppliers committed to animal welfare. Additionally, some businesses opt for plant-based alternatives, catering to the growing demand for ethical dining options. By embracing these choices, establishments navigate the ethical complexities associated with animal welfare, appealing to a wider range of socially conscious guests.

3. Balancing Profit and Social Impact

Balancing profit-making with social impact initiatives poses a challenge in the ethical landscape of hospitality. Ethical establishments find innovative ways to contribute positively to their communities, supporting local charities, education programmes, and environmental conservation efforts. While profitability is essential for sustainability, ethical businesses navigate the grey area by allocating a portion of their earnings toward meaningful social endeavours, ensuring a balance between economic success and social responsibility.

Table 2: Approaches for each ethical challenge in hospitality

4. Cultural Sensitivity and Respect

The multicultural tapestry of hospitality often leads to challenges in cultural sensitivity and respect. Ethical establishments invest in cultural training for their staff, ensuring that interactions are respectful and devoid of cultural biases. From dietary preferences to religious practices, ethical hospitality professionals navigate these challenges by fostering an inclusive environment, where every guest feels acknowledged, valued, and respected.

5. Responsible Tourism and Overtourism

The rise of global tourism has led to concerns about responsible tourism and overtourism. Ethical establishments engage in responsible tourism practices, encouraging guests to respect local cultures and environments. Furthermore, they actively participate in community development initiatives, mitigating the negative impacts of overtourism. By embracing responsible tourism, hospitality businesses navigate the complexities of managing influxes of visitors while preserving the authenticity and well-being of the local community.

6. Crisis Management and Ethical Decision-Making

During times of crisis, such as natural disasters or public health emergencies, ethical decision-making becomes paramount. Ethical establishments prioritise the safety and well-being of their guests and employees, often going above and beyond legal obligations to provide support and assistance. Transparent communication, fair compensation, and ethical crisis management strategies ensure that businesses navigate crises while upholding their moral obligations and reputation.

In essence, the grey areas of ethical challenges in hospitality require a delicate balance between economic viability and social responsibility. Ethical establishments understand that navigating these challenges isn’t about finding shortcuts or evading complexities; it’s about embracing these challenges head-on with transparency, empathy, and a genuine commitment to ethical principles. By doing so, hospitality professionals not only overcome ethical dilemmas but also set new standards for ethical conduct in the industry, reinforcing the sector's reputation as a beacon of integrity and responsibility.

Prioritising work ethics in your hospitality business is not only a moral obligation but also a strategic decision that impacts your success and sustainability. Upholding honesty, integrity, respect, fairness, and environmental responsibility sets the foundation for long-term success. By adhering to important hospitality ethics, you build trust, enhance your reputation, and create a positive guest experience. Embracing codes of ethics and engaging with the local community contribute to the overall development and ethical growth of the tourism and hospitality industries. Remember, ethical conduct is not only the right thing to do but also a key driver of success in the world of hospitality.

Frequently Asked Questions(FAQ)

Why are work ethics important in the hospitality industry?

Work ethics are essential in the hospitality industry as they build trust, foster loyalty, and enhance your establishment's reputation, leading to long-term success.

How can ethical practices benefit my hospitality business financially?

Ethical practices contribute to positive guest experiences, which, in turn, lead to repeat visits, positive reviews, and recommendations, driving financial success.

What are the key components of ethical marketing and advertising in the hospitality industry?

Ethical marketing and advertising involve transparency, honesty, and accurate representation of offerings, ensuring trust and credibility with potential guests.

How can I promote environmental responsibility in my hospitality business?

Implementing sustainable practices such as waste reduction, resource conservation, and minimising your ecological footprint showcases your commitment to environmental responsibility.

Why is community engagement important for hospitality businesses?

Community engagement demonstrates corporate citizenship, strengthens relationships, and enhances your brand's reputation, contributing to a positive image within the local community.

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9 most common ethical practices in the hospitality industry

Eva Lacalle

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Ethical practices in hotels help hoteliers ensure guest and employee satisfaction while protecting the brand's reputation. Fostering an environment based on mutual respect between guests and staff is crucial for ongoing success.

Ethics is the backbone of remarkable hospitality, so let's explore the must-know ethical practices in hotels. We'll also discuss the best ways to adopt an ethical mindset.

Table of contents

What is ethics in hospitality?

Ethics in hospitality refers to a value system that guides all your management decisions. It encompasses the principles, values, and standards your hotel promises to live up to. Be sure to communicate all of these on your website. Remember the golden rule – treat your guests how you want to be treated and consider how your actions affect them.   

Guests need to be able to trust you to have their best interests in mind. The best way to do this is to work from a place of emotional intelligence . That means treating guests with empathy and extending it to your employees and suppliers. Such an approach makes your hotel a pleasant place for anyone visiting.

Nine ethical practices in hotels you should know 

Let's look at the key aspects of ethics in the hospitality industry – from how you treat your staff and guests to the community you operate in and how you advertise. Ethics defines a holistic approach to doing business.

Treating your employees fairly 

Treating your employees fairly is one of the most important ethical commitments in the hospitality industry. Your employees are the face of your business – if you don’t treat them well, you probably won’t treat your guests well. Ensure fair and competitive wages, safe working conditions, and equal opportunities regardless of race, socioeconomic background, and education level.

You should also have zero tolerance for harassment and discrimination. Place diversity and inclusion at the forefront of your staff training. Your organizational culture should encourage and reward people for speaking up when something isn’t going right. Empower your teams to anonymously report issues without fear of losing their jobs.

Customer first 

'The guest is always right' is an ethical premise. After all, your guests are keeping you in business, so treat them with respect, honesty, and fairness. Avoid false advertising, price gauging, or hidden fees. Ensuring transparency across all channels encourages positive guest interactions because it shows your ethical responsibility.  

Data privacy

Nowadays, data privacy and security are ethical and legal obligations, especially in Europe with GDPR . Hotels handle a large amount of sensitive data, so tell your guests what you do with the data and who's managing it. You must safeguard their data and use it with consent in the most transparent way possible.  

Regulatory compliance 

Fulfilling your legal obligations is critically important for your success. Those include labor laws, health and safety standards – such as having fire hydrants on every floor and an exit plan – and other legal requirements. Be sure to keep an eye on changing legislation.

Accessibility

Many governments have created laws to be more inclusive to people with disabilities and motor impairments. This means installing elevators and ramps to ease the use of wheelchairs, as well as ample space to maneuver them around the hotel. Accessible bathrooms are on this list, too. When your hotel can’t meet those requirements, it’s your ethical responsibility to share that clearly on your website.

Read more in our guide to accessibility .

Environmental responsibility  

Climate change shifted our focus back to the environment. As a sector that creates a lot of waste , hospitality must promote environmentally friendly practices that reduce carbon footprint. Hotels can do their part to conserve energy, produce less waste, and reduce, reuse, and recycle, playing positive role models in their local communities.

Community involvement 

Community involvement means actively engaging with the local neighborhood. Your hotel can support the local economy by partnering with local businesses, creating events, and promoting socially responsible initiatives. Why look for outside providers when you have the possibility to foster a strong local community?

Marketing and advertising

Responsible marketing and advertising include accurately portraying your rooms and services, avoiding deceptive advertising, and being culturally sensitive. Marketing campaigns should feature guests from different backgrounds while being socially responsible and truthful.     

Crisis management 

In the face of a crisis, such as a natural disaster or an epidemic, hotels must take responsible actions and prioritize the safety and well-being of their guests and staff. The best way to handle it? Have an action plan in place should such a crisis happen.  

Running a hotel with high ethical standards is a strategic decision that can determine your hotel’s long-term success and competitiveness. Committing to authenticity lets your hotel build strong relationships with guests and keep talent.   

The better the overall experience at your hotel, the better your reputation will be.  

Eva has over a decade of international experience in marketing, communication, events and digital marketing. When she's not at work, she's probably surfing, dancing, or exploring the world.

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9 Hospitality Ethics Every Professional Should Know

Posted on Aug 28, 2022 at 07:08 PM

Tourism and hospitality are two sides of the same coin, and hospitality ethics are the critical morals and used honesty politics of the hospitality industry.

The hospitality ethics help you to take care of your integrity, business's future, customers, and employees with cited hospitality management principles to thrive and avoid known hospitality industry issues.

Our blog post will explain any hospitality professional's essential academic hospitality ethics.

Introduction to Hospitality Ethics:

All industry practitioners know the hospitality ethics model as a necessary code of hospitality management that highlights the related morals and principles of this tourism business.

So, hospitality ethics refers to the manager's role, employee, hotel, motel, or any facility’s philosophical ways of treating the business's guests and giving them the best image of your working culture, relationships, and standards.

9 Important Hospitality Ethics:

As a professional manager in the hospitality industry , you should make sure to apply these fundamental ethics within your facility's conditional case:

A significant hospitality ethics factor is showing respect to your customers, in any sector, when talking, serving, booking, and making check-ins and outs to conduct good marketing, awareness, trust, and increasing the ethical impression that encourages people to return.

On the other hand, the ethics of hospitality managers must also show as much as possible respect to their working staff, as this will boost their loyalty and give customers a tremendous and cited image of your management techniques.

Commitment to the Quality:

Ethics in hospitality management reflects aiming to present the best work quality in management, services, cleaning, health tracking, and food catering. Ethical managers will be committed to the best services at all times while focusing on avoiding known lodging issues.

Reputation:

Ethics in hospitality helps you build the best brand name and reputation within the hospitality market; moreover, saving this industry's ethical requirements helps managers protect and maintain their hotel reputation by presenting the finest spirituality and competitive hospitality business.

Trustworthy Leader:

When being in the hospitality management business, then you would know that people’s trustworthiness toward you and your good ethics with their accommodation quality, whether for business or holiday requisites, is priceless; being a trustworthy manager means providing the best services, operations, resources orientations, solving all hospitality conditions, environmental terms, aesthetics, and apologising when an issue happens.

Generosity:

Understanding the impact of gifts on a client is essential in the hospitality industry; if you aim to empower business hospitality ethics, you can do this simply by offering advantages for your clients with gifts, discounts, and remembering what they like or not virtue their previously filled essay rate.

Being a loyal host for your institute will, by default, empower hospitality management and ethics, as loyalty in tourism means loyalty to your company, leadership practices, employees’ discipline, guests’ concern, and the ethical hospitality principles to provide top services, and solve conflicts before impacting guests’ accommodation.

Positive Work Energy:

Building good energy is an essential discussion for business managers,  tour guides , and all hospitality and tourism professionals.

Good managers include positive energy in their perspectives, as this may identify a critical factor in the customer wanting to come back and become a regular or not decision, even with holistic good service availability.

More than that, positive work energy reflects on working staff innovation and boosts their enthusiasm and productivity.

Fairness in hospitality ethics is the manager’s ability to treat different employees and visitors without playing favourites based on gender, colour, age, or even the guest's social class and financial statement. The manager should accept differences and act based on human morality and ethical approach.

Accountability:

Accountability is not only an essential hospitality ethic but also a professional behaviour; thus, in hospitality and tourism, an account manager is someone responsible for all his/her decisions and behaviours, yet, has a certain compromise level to lead others; moreover, responsible for his/her team’s actions and issues.

To establish stable hospitality ethics, you must study, learn, research, and respect hospitality moral and legal principles. However, to succeed and succeed, you must join the hospitality training courses in Istanbul .

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Work Ethic in the Tourism Industry

Work ethic in the tourism industry is a collection of behavior, knowledge, and attitude which people have to do when work in tourism.

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The International Journal of Accounting and Business Society

Rudihartono Ismail

Purpose — The purpose of this research is to determine whether there is an effect of the work ethic on the Performance of Employees of the Culture and Tourism Office of Jayawijaya Regency. Design/methodology/approach — The researchers use quantitative research methods with associative to determine the effect of work ethic on employee performance at the Office of Culture and Tourism of Jayawijaya Regency. This research uses library research instruments, observation, documentation, and questionnaires with a Likert Scale. Findings — Results revealed a positive and significant influence between the assessment of Work Ethics and Employee Performance at the Office of Culture and Tourism of Jayawijaya Regency. Practical Implications — The success of an employee's performance can be determined if an agency has a work evaluation system. So an employee must follow the rules and instructions so that later it can be in accordance with the goals of the previous agency. Originality/value —

Dr. Arshad Mahmood

Work ethic of employees in the organization in terms of behavior and social interaction, value judgments, Including individual attitudes and values, as well as to reflect external behavior of these attitudes and values. Article formed from the concept of the work ethic, the structure and measurement of relevant empirical research, cross-cultural comparison study, five aspects, presentation and evaluation of the work ethic Research organization. The article concluded that the work ethic future research trends.

Anthimos Georgiou , Sean Lyons

Although work values are important psychological variables in organisations, little research has been done to clarify the way in which work values are conceptualised. We address the need within the field to understand and engage with wider debates within social science literature by presenting an up-to-date review of work values in tourism research and a synthesis of paradigms pertaining to established value models and theories. We reconceptualise work values as a second-order projection of intrinsic, extrinsic, prestige and social types of values in the work settings of tourism. We then test the conceptual validity of this model through exploratory and confirmatory factor analysis using data from Japanese tourism workers. Crown

Anieli Laurenzoni

This study compares and contrasts the individual dimensions of work ethic of graduating college and university students to those of workforce professionals. The Multidimensional Work Ethic Profile (MWEP) is used to operationalize seven dimensions of work ethic. The findings indicate that while students and workforce professionals differ within the individual dimensions, quantitatively, they have the same overall work ethic. Variances within the dimensions of work ethic may have important implications for corporate managers.

Frederic Dimanche

There are four areas of concern in the ethical pursuit of tourism. Too often, tourism development is planned without consideration of the local environment's or community's needs and characteristics. An ethical treatment of the environment and community should involve consideration and participation in the planning and decision-making process, as well as implementing effective guidelines to assure fairness in employing both traditional and non-traditional employees. Finally, the industry must pay special attention to the target market: tourists.

basharat javed

This study’s focus is on the relationship between IslamicWork Ethic (IWE) and adaptive performance with the mediating role of innovative work behaviour (IWB) and moderating role of ethical leadership among hospitality sector employees in Pakistan. Data were collected using questionnaires from 257 employees working in various hotels across Pakistan. Results indicate that IWE significantly predicts adaptive performance both directly and indirectly through IWB. In addition, results also confirm the moderating role of ethical leadership between IWE and IWB. Theoretical and practical implications are discussed.

Journal of Business Ethics

Graham Miller

Nataša Đorđević

Today the tourism industry is considered as very attractive economic activity. However, among undergraduate tourism students, there are various and often distorted information and opinions regarding the skills that are necessary to acquire during the studies, career development, work opportunities and working conditions. The aim of the paper is to measure students' perceptions and attitudes regarding employment and working conditions in the tourism industry. The study was conducted using a sample of students of the Faculty of Hotel Management and Tourism in Vrnjacka Banja, University of Kragujevac, Serbia. The data were collected by a survey, while their analysis and processing were made using The Statistical Package for the Social Sciences (SPSS). Based on this research, a general conclusion about students' attitudes will be reached, also about their satisfaction with practice in the tourism industry during the studies and the connection between theoretical and practical kn...

Tourism Management

Alf H.Walle

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Working in the Travel and Tourism Industry – What You Need to Know

International Career Institute Blog

August 11th, 2018 Business Careers Career Advice

The travel and tourism industry is one of the world’s largest and most progressive. In 2016, its global economic contribution was more than 10 trillion Australian dollars . In Australia alone, tourism contributed $49.7 billion to the GDP (gross domestic product) in 2017, and it employed more than 900,000 people.

This makes it a great industry to join, with international tourist arrivals expected to reach 1.8 billion by 2030. More people are travelling, meaning more jobs for you.

Taking hold of the opportunity

Travel and tourism drives exports, generate prosperity across the world and as mentioned above, creates an array of jobs. One in five of all jobs created across the world in the last decade has been in the travel and tourism sector.

You can find jobs in:

• Accommodation
• Transportation
• Entertainment
• Attractions
• Food and beverage services
• Retail trade
• Recreational services
• Cultural services
• Arts and culture
• Conferences and conventions
• Ancillary services

Jobs are varied, so there are plenty of options to suit your skills, needs and wants. If you love the outdoors, why not explore adventure travel? It involves exploration or travel with a certain degree of risk, requiring you to problem solve, has good people skills, be energetic, organised and brave.

Or maybe you prefer the marketing side of travel? Skilled marketers can thrive in the travel and tourism industry, in charge of company or destination campaigns. You must be confident, creative, a good communicator and possess a diploma in marketing.

Maximising skills and interest

When determining the role you’d like to play in the Travel and Tourism industry, think about the activities you love to do in your own time. Do you enjoy browsing holiday destinations and booking flights and accommodation for you, your friends and your family? If so, then life as a travel agent could keep you happy.

What about work that leaves you exhausted but feeling fulfilled? What about your existing skills? As a minimum, for success in the travel and tourism industry, these should include:

Organisation

You should be fairly organised, and able to design systems and processes to complete jobs on time. A travel agent cannot be sloppy with timing or details, as clients may miss flights needed for special occasions, or miss out on that good price because you didn’t book in time.

Whether it’s new employment opportunities, clients or better relationships with suppliers and other businesses, having great contacts will not only benefit you but also the people you work with. If you’re a little lost and you don’t have any connections, consider joining an industry group to get connected.

Flexibility

Technology has played a huge role in the growth of the travel and tourism industry, and while you don’t have to be a tech genius, you should be flexible and open to learning new skills and systems that will help you.

Commitment to customer service

Whether you’re a travel agent, a hotel manager or a luggage handler, you need to be customer-oriented. You will be working with plenty of clients who will require your help, so being able to cater to their needs is a must. If you love helping others and have a friendly, enthusiastic and warm personality, this industry is a great choice.

Bonus skills include:

• Empathy and emotional intelligence
• Stress and time management
• Problem-solving
• Strategy and innovation

And what about your ultimate goal? If your goal is to be a full-time jetsetter, think about the entry-level positions that might help you get your foot in the door. If your goal is to one day own your own restaurant, explore ways to gain experience in the kitchen or front of the house. The trick is to keep seeking opportunities that will propel you towards your long-term goal, developing a good work ethic, practicing teamwork, and building on skills as you go.

Boosting your chance of success

Not all jobs in the Travel and Tourism sector require a qualification. You may, however, find that having a qualification will broaden your career prospects. A qualification under your belt shows that you take the industry seriously and that you will do whatever it takes to be a part of it. A qualification shows you are committed and passionate, regardless of your experience.

If you haven’t yet decided where you want to sit within the travel and tourism industry, an ICI Diploma or ICI Advance Diploma in Travel and Tourism is a great place to start your journey. Designed in conjunction with industry representatives, you can learn the skills you need to succeed within the industry quickly and conveniently. Get to know the industry, hone in on a set of skills, and boost your chances of securing a position with organisations such as:

• Travel agencies
• Tourism services
• Tourism marketing consultancies
• Inbound tour operators
• Tourist attractions and theme parks
• Coach tour companies
• Cruise lines
• Conference centres

Other qualifications you might like to consider include: Hospitality Management , Import – Export , Catering & Cooking , and T.E.S.O.L.

Managing risks

As with any industry, there are challenges in the travel and tourism industry that should be examined.

Economic instability

It’s easy to understand why travel and tourism can be particularly affected by economic instability. With economic downturn comes tighter household budgets, tightening of credit conditions and falling asset values. Business expenditure drops, and this is a major component of tourism spending.

Political instability

The world is often unstable, and when political instability hits, people are less likely to spend money on luxury items such as travel. Political instability is a major concern in Africa, Latin America, the Middle East, Europe, and North America, and this affects not just a person’s desire to travel, but infrastructure development too.

Low wage and retention

Low wages mean the travel and tourism industry has a high level of job turnover. This makes training difficult, leading to a lack of skilled personnel. On top of this, each time a person leaves, information gets lost. If tourism is to be a sustainable product, the industry needs to turn part-time jobs into careers.

Tourism infrastructure

Around the world, tourism suffers from poor infrastructure. From substandard docks and ports to entry to poor electricity and water supply, lack of infrastructure plays a pivotal role in the growth of the travel and tourism industry.

The good news

The good news is that most governments have all of the above on their radar. In fact, Australia is investing heavily in tourism, releasing funds to support training, development and tourism infrastructure in particular. One goal (part of the national Tourism 2020 strategy) is to double annual overnight visitor expenditure to over $115 billion by 2020. Another is to encourage high-quality tourism experiences, including Indigenous tourism.

The Australian Government is also limiting the tax , red tape and other regulatory burdens the industry has traditionally faced.

The bottom line

The opportunity, flexibility of skills and education opportunities mean that travel and tourism has a very healthy future. The industry offers a plethora of jobs in a lot of different sectors, and there’s plenty of opportunities for advancement as well — unlike some other industries, promotion can happen very quickly in travel and tourism.

Government investment has also opened up a huge amount of entry-level work. If securing a job straight from school or your studies is a goal, the industry can help you meet it. You can even secure an entry-level job and study while you work, with ICI allowing you to study in your own time and from the comfort of your home. Your employer might even support you.

The bottom line? There’s a place for everyone in travel and tourism, and the transforming industry can provide a lasting and rewarding career. Explore what’s on offer, and see how ICI can boost your prospects.

Online, career focused education that suits your lifestyle.

by Gladys Mae

Gladys Mae serves as the General Manager and Head of Student Services at the International Career Institute. Gladys holds a degree in Mass Communication - Broadcast Media from the University of San Jose-Recoletos. She joined ICI in 2010 and has over the past 12 years been instrumental in providing leadership and guidance to staff and students alike. Prior to joining ICI Gladys led a multifaceted career with key roles in the banking and business process outsourcing industries.

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UN Tourism | Bringing the world closer

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Implementation Reports on the Global Code of Ethics for Tourism

Report presented to the unwto general assembly in 2019.

This reportgivesanaccount on the work that the World Committee on Tourism Ethics, a subsidiary body of the General Assembly, has carried out since the twenty-second session of the General Assembly and recalls the importance of the adoption by the 23rd session of the General Assembly of the official language versions of the text of the Framework Convention on Tourism Ethics which was approved at the 22nd session in Chengdu.

Report of the World Committee on Tourism Ethics (A/23/11)

Report presented to the UNWTO General Assembly in 2017

The World Committee on Tourism Ethics (WCTE) is the body entrusted with monitoring the implementation of the Global Code of Ethics for Tourism, and with reporting thereon to the General Assemblies of both UNWTO and the United Nations.

Report of the World Committee on Tourism Ethics (A/22/14)

Approval or adoption of the UNWTO Framework Convention on Tourism Ethics, Revision 2 (A/22/16 rev.2)

Report presented to the UNWTO General Assembly in 2015

A/21/10 Add.1 - Implementation of the Global Code of Ethics in Tourism, presented to the General Assembly of UNWTO   (Twenty-first session, September 2015)

• A/21/10 Add.1 English

A/21/10 Add.1 - Implementation of the Global Code of Ethics in Tourism, presented to the General Assembly of UNWTO (Twenty-first session, September 2015)

Download Report of the World Committee on Tourism Ethics

• A/21/10 Add.1 French
• A/21/10 Add.1 Spanish
• A/21/10 Add.1 Russian
• A/21/10 Add.1 Arabic

Report presented to the UNWTO General Assembly in 2013

A/20/10(I) - Activities of the World Committee on Tourism Ethics, presented to the General Assembly of UNWTO (Twentieth session, August 2013)

Activities of the World Committee on Tourism Ethics

• A/20/10(I) English

Report presented to the UNWTO General Assembly in 2009

A/18/19 - Activities of the World Committee on Tourism Ethics, presented to the General Assembly of UNWTO (July, 2009)

A/18/19 (see Annex 2) English

Report presented to the UNWTO General Assembly in 2005

A/16/20 - Implementation of the Global Code of Ethics for Tourism, presented to the General Assembly of UNWTO (July, 2005)

A/16/20 Add.1 English

Report presented to the UN General Assembly in 2015  

A/70/224 - Report by the World Tourism Organization (UNWTO) on the implementation of the Global Code of Ethics for Tourism, presented to the General Assembly of the United Nations (Seventieth session, September 2015)

Report of the Secretary-General on the Global Code of Ethics for Tourism

• A/70/224 English
• A/70/224 French
• A/70/224 Spanish
• A/70/224 Russian
• A/70/224 Arabic

Report presented to the UN General Assembly in 2010

A/65/275 - Report by the World Tourism Organization (UNWTO) on the implementation of the Global Code of Ethics for Tourism, presented to the General Assembly of the United Nations (Sixty fifth session, November 2010)

Implementation of the Global Code of Ethics for Tourism

• A/65/275 English
• A/65/275 French
• A/65/275 Spanish
• A/65/275 Russian

Report to the UN General Assembly in 2005

A/60/167 - Report by the World Tourism Organization (UNWTO) on the implementation of the Global Code of Ethics for Tourism, presented to the General Assembly of the United Nations (Sixtieth session, 2005)

Report by the World Tourism Organization on theimplementation of the Global Code of Ethics for Tourism

• A/60/167 English
• A/60/167 French
• A/60/167 Spanish
• A/60/167 Arabic
• A/60/167 Russian
• A/60/167 Chinese

Money latest: JD Sports introducing tagging sprays in stores

JD Sports is introducing tagging sprays across its stores nationwide as part of a ramping up of security measures. Read this and all the latest consumer and personal finance news below, plus leave a comment in the box.

Tuesday 30 April 2024 21:02, UK

• State pensions 'could be in doubt for future generations'
• Average UK rents hit new high
• Higher food prices warning as new Brexit checks begin
• JD Sports introducing tagging sprays in stores

Essential reads

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• Swap rates are the reason mortgage rates are rising - what are they?
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Ask a question or make a comment

Taxpayers will be forced to cover £85bn of losses made by the Bank of England on its quantitative easing programme, estimates suggest. 

The £895bn bond-buying scheme was carried out between 2009 and 2021, and had aimed to support the UK during economic shocks - but it has been blamed by some for allowing inflation to take root. 

Recent chancellors have agreed to indemnify the Bank against any losses on the scheme - meaning the taxpayer will be paying for them.

Greene King is moving from its 200-year-old brewery in Bury St Edmunds. 

The pub chain will be opening a new £40m facility in a town that will produce more modern, fizzy craft beers alongside its traditional cask ales. 

The majority of Greene King's brewing will be moved to the new site, as part of a wider shift away from traditional cask beers. 

It will take about three years to complete. 

Butlin's has launched legal action against its insurance company Aviva over who foots a £60m bill.

The holiday park operator's Minehead resort was forced to close in September 2023 because of flooding caused by heavy rainfall.

It has said the incident cost the business £60m and has filed a claim at the High Court against Aviva for not covering the entire bill.

In legal documents seen by  The Telegraph , Butlins have questioned the definition of a "storm" and argued that a "named storm" had not been declared when the flooding happened.

Oil traders working for the US firm Exxon Mobil Corp in Brussels could lose their job if they refuse to move to London, according to reports.

Under the new proposal employees moving to the UK capital would be expected to be in the office five days a week.

But traders working for the oil giant said in an internal union-led survey they did not want to move to London due to "uncompetitive" pay and a "lack of flexibility", a union statement reads, according to  Bloomberg .

Up to 37 trading employees now face having their contracts terminated as a result of this.

ExxonMobil has said it "remains open to resolving the situation".

The sports retailer is introducing tagging sprays across its stores nationwide as part of a ramping up of security measures. 

It will start using SelectaDNA sprays, which can be misted on property and criminals. 

The sprays work by leaving a synthetic DNA and UV marker which does not wash off and can be used to link assets to owners and criminals to crime scenes. 

JD Sports said the measure was in response to a significant increase in shoplifting in UK.

In particular, it said it had seen a rise in "steaming" - where large gangs run into stores, threaten staff with violence and then run off with armfuls of stolen products.

The SelectaDNA spray reportedly does not cause any harm or damage to skin, clothing or property.

Lidl plans to open hundreds more supermarkets across Britain.

The German discount chain, which is now the UK's sixth biggest supermarket, is targeting thousands of new shoppers as it continues its expansion.

It currently has about 960 stores but is targeting more than 1,100 across England, Wales and Scotland.

In the coming months, the chain will welcome shoppers to new stores across the country, from Bristol, Birmingham and Berwick in Scotland. 

In London, it will be opening new stores in Wandsworth, Fulham, Hoxton and Canning Town.

But it says it is eyeing growth in more locations. If it successfully finds a good location, it is willing to pay a finder's fee of 1.5% of the total freehold purchase price, or 10% of the first year's rent for leaseholds, which would equate to £22,500 for a completed £1.5m site purchase.

A finder's fee can be paid to any member of the public who identifies a suitable site for it to open a new store.

Richard Taylor, Lidl Great Britain's chief development officer, said the company was "continuing to invest in new locations whilst exploring innovative routes to expansion".

"As we look ahead, we're excited to welcome even more new shoppers to our existing stores, as well as those we're planning to open across the country in the coming months and years," he said.

Mortgage approvals rose to 61,300 in March - the highest number since September 2022.

They had been at 60,500 in February, according to the Bank of England.

While this is positive, industry experts are reporting that uncertainty over the direction of interest rates this year is prompting caution.

Mortgage rates have risen in the last few weeks as markets went from pricing in a base rate cut in June to thinking it may be August.

US inflation proving stubborn has led to concern here that the path to the 2% target may be bumpy - meaning the base rate may have to stay high in order to constrain spending and thus ease price rises.

Forecasts of three cuts this year from the current 5.25% have been scaled back to two.

Hina Bhudia, partner at Knight Frank Finance, said: "The sun is out and buyers are returning from their Easter break, so we'd usually expect these to be the busy weeks before the summer; however, the uncertain outlook for mortgage rates will undoubtedly weigh on activity.

"It's not just buyers that are frustrated. The lenders are eager to rebuild their businesses after a subdued 2023; however, they are constrained by stubborn inflation and the resulting impact on their cost of funding."

Following Sainsbury's boss Simon Roberts' claim that Britons like self-checkouts...

...we asked Money blog readers, and followers of our LinkedIn page , for their views.

While our inbox was filled with a lot of hate for self-checkouts, our poll of 2,613 people on LinkedIn shows that, overall, Mr Roberts was right...

We have rounded up some of your views here...

Self-checkout is the worst thing to ever happen. Standing like a child with your hand up, one person running up and down to deal with this, underpaid and understaffed. Janice Karaaziz, Money reader

I'll go out of my way to find a cashier, largely because my five-year-old will make a beeline for pressing the scales. I've noticed my local store having fewer and fewer cashiers on - and on many occasions there have been none. We need to think about inclusivity here. There will be some customers who will need a cashier for various reasons, so would expect there to always be at least one on, so stores are accessible for everyone. KaraS, LinkedIn

I try and limit my social interactions as much as possible, out of choice, so most of the time self-checkouts are convenient. Alasdair Corton, LinkedIn

They induce a level of irritation. Sometimes I can be heard answering them back. In general I choose to have my items flung at me by Lidl checkout staff. Siobhan W, LinkedIn

Self-checkout provides a great alternative to customers, especially those with smaller quantity purchases, but personally I think it's sad to see them dominate the front of Sainsbury's stores. In my opinion, it's the removal of one of the greatest ways to provide good customer service. Tom Tregay, LinkedIn

Self-checkouts are great, I will always choose to use one instead of a normal checkout. Some are easier to use than others, the Co-op and Tesco have easy-to-use interfaces whereas Morrisons is a bit more complicated. They'll evolve over time and there's always staff to help out. CG, LinkedIn

They're useful, but when they trigger a "basket check" on nearly every single shop, they begin to lose attractiveness Nicola Bradley, LinkedIn

I tend to argue with them lol. Especially when I can't get it to scan a particular item or you need approval for something so you have to wait for assistance anyway! Plus as a disabled customer I have to juggle my crutch, shopping, scanning and packing. With reduced staff in shops you can't always get the help you actually need. Elizabeth Graney, LinkedIn

Definitely not. So when I go to Sainsbury's I see a lot of older people and no way do they want to use self-checkouts. My mother lives in assisted living and all of them say they hate them. Get a grip, Simon - they are not faster, they are saving you employing more staff. I know my aunt has stood at an Asda til they put a staff member on there. Andrea Robinson, LinkedIn

Robots should never replace humans. Interaction is essential... if machines replace people no one will work, it's a crazy dangerous road. Nicola van Eerten, LinkedIn

The self-checkout is a money-saving exercise. They cut back everywhere. No staff on the shop floor to help. Paper bags in the veg section now cost 30p - for absolutely no reason. Mark, Money reader

Average advertised rents have hit a new high in the UK, according to Rightmove .

Across Britain, excluding London, the average monthly rent being asked for a property coming on the market in the first quarter of 2024 was £1,291, the property website found. This was 8.5% higher than a year earlier.

The average advertised rent in London also hit a fresh high in the first quarter of 2024 at £2,633 per month but this was just £2 higher than the average asking rent in the fourth quarter of 2023.

While average rents have climbed, the property website says there are signs that the pace of the increases is slowing.

There are also indications that more landlords are having to reduce their asking rents, particularly for bigger homes, to meet what tenants can afford.

Rightmove's director of property science, Tim Bannister, said the rental market was "no longer at peak boiling point" but it "remains at a very hot simmer".

By James Sillars , business reporter

The index rose by 0.3% to 8,174 points at the open.

Only real estate stocks were proving any kind of drag.

Among the companies leading the gainers was HSBC.

It climbed by more than 2.6% in London after the Asia-focused bank announced a rise in shareholder awards despite a slight drop in quarterly profits.

The share price reaction also reflected news that chief executive Noel Quinn is to retire - read the full story of that here ...

Among the other gainers in early dealing was Whitbread.

The Premier Inn owner's annual results revealed a sharp rise in annual profits but also a new focus on hotel investment at the expense of its restaurant brands.

That was placing 1,500 jobs at risk, it warned - read the full story here ...

By Jess Sharp , Money team

We first came across Tom McPhail when he posted this on X... 

The pensions expert appeared to be suggesting state pensions were at risk of disappearing.  

After speaking to him on the phone, he confirmed that was exactly his concern, warning something needed to be done sooner rather than later to avoid a "catastrophic" situation.  

He described state pensions as a social contract – each generation pays taxes and national insurance, which funds the pensions of today's older people, and they hope the following generation will do the same for them.

But with population growth slowing, there's a worry there may simply not be enough people to keep the system afloat in the future.  

"There's a significant demographic shift going on in the UK. It started before the Second World War, cohorts of people born in the 1930s have been experiencing significantly longer lives than was the case prior to that, so people now in their 80s are living quite a lot longer," he said. 

"But at the same time, we've got fewer children coming through. And so this exacerbates the shift in the age of the population."

He said if he was 20 today, he would be "sceptical" about the promise of a state pension because he isn't sure how it's going to be paid for.  

At the moment, the state pension system costs around £120bn a year and more than half of retired people rely on it to make up at least 50% of their income, he added.  

Over the next 50 years, Tom predicts the proportion of GDP the state spends on older people will increase from around 16% to 25%.  

"I hesitate to use the word unsustainable, but it will certainly start to look challenging," he said.  

"If we suddenly switched off the state pension or significantly reduced it, people would be in trouble, so the government can’t do that. 

"You can't keep on progressively ratcheting up a more and more generous state pension. The costs of state pensions is going to become increasingly difficult for the younger cohorts to bear."

He pointed to a few ways to potentially salvage the state pension – policy change, more babies being born or people working until they are in their 70s.  

"Politicians are going to have to make decisions about how to get out of this kind of political bind," Tom added. 

"Time and time again it's just kick the can down the road on the pension question, just put a sticking plaster on it and let the next government deal with the problem. 

"You can't keep doing that. So I would really like to see, on the other side of this forthcoming general election... whoever's in power, in collaboration with whoever's in opposition, to just really open it up to some honest conversations about where the demographics are going to take us." 

He does note there is one piece of good news: "This happens quite slowly, so we do have time on our side." 

Basically, swap rates dictate the pricing of fixed-rate mortgages.

Lenders, such as banks and building societies, borrow in order to lend.

They borrow from financial markets and often these transactions are made using Sterling Overnight Index Average (SONIA) swap rates, which can move around.

By contrast, most domestic mortgages are set on what is known as a "term" rate – in other words, the borrower knows how much interest they will be paying for a set period of time.

To avoid a situation where the SONIA rate goes above the rate it is charging borrowers, which would leave the bank or building society lending at a loss, the lender will seek to enter a "swap" arrangement which protects them from such a situation.

Under such agreements, two parties exchange cash flows with each other. The lending bank will swap the variable payments it may make to service a mortgage (which is fixed to the SONIA rate) for payments at a fixed rate. This insulates the lending bank from unexpected increases in the SONIA rate.

Once a deal is struck based on the swap rate, mortgage providers set their fixed deals for customers, with their own profit margin priced in.

How are swap rates decided?

Swap rates are based on what the markets think will happen to interest rates in the future.

When they go up, so do the rates being offered on the high street, as we have seen in the last week or two amid uncertainty over whether forecasts for a summer base rate cut are accurate.

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Open Access

Peer-reviewed

Research Article

Roboethics of tourism and hospitality industry: A systematic review

Roles Data curation, Formal analysis, Funding acquisition, Investigation, Methodology, Project administration, Resources, Software, Supervision, Validation, Visualization, Writing – original draft, Writing – review & editing

Affiliation Belt and Road International School, Guilin Tourism University, Guilin, Guangxi, China

Roles Resources, Software, Validation

Affiliation International Hospitality Management, Taylor’s University, Subang Jaya, Malaysia

Roles Data curation, Investigation, Validation, Visualization

Affiliation College of Business and Economics, The Australian National University, Canberra, Australia

Roles Conceptualization, Formal analysis, Funding acquisition, Writing – original draft, Writing – review & editing

* E-mail: [email protected]

Affiliations School of Hospitality Management, Guilin Tourism University, Guilin, Guangxi, China, School of Hospitality, Tourism and Events, Taylor’s University, Subang Jaya, Malaysia

• Jinsheng Jason Zhu, 
• Zhiyong Liu, 
• Tairan Huang, 
• Xue Shirley Guo

• Published: June 30, 2023
• https://doi.org/10.1371/journal.pone.0287439
• Reader Comments

This study aims to give a comprehensive analysis of customers’ acceptance and use of AI gadgets and its relevant ethical issues in the tourism and hospitality business in the era of the Internet of Things. Adopting a PRISMA methodology for Systematic Reviews and Meta-Analyses, the present research reviews how tourism and hospitality scholars have conducted research on AI technology in the field of tourism and the hospitality industry. Most of the journal articles related to AI issues published in Web of Science, ScienceDirect.com and the journal websites were considered in this review. The results of this research offer a better understanding of AI implementation with roboethics to investigate AI-related issues in the tourism and hospitality industry. In addition, it provides decision-makers in the hotel industry with practical references on service innovation, participation in the design of AI devices and AI device applications, meeting customer needs, and optimising customer experience. The theoretical implications and practical interpretations are further identified.

Citation: Zhu JJ, Liu Z, Huang T, Guo XS (2023) Roboethics of tourism and hospitality industry: A systematic review. PLoS ONE 18(6): e0287439. https://doi.org/10.1371/journal.pone.0287439

Editor: Tomo Popovic, University of Donja Gorica, MONTENEGRO

Received: December 21, 2022; Accepted: June 6, 2023; Published: June 30, 2023

Copyright: © 2023 Zhu et al. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Data Availability: All relevant data are within the paper.

Funding: The corresponding author has been participating in research projects with the title of ‘The Factors Influencing Customers' Use of Smart Devices in Guangxi Hotel Industry in the Post-epidemic Era’ supported by Guilin Tourism University in Guangxi, China. The project No. is S202211837095. This article is part of academic achievements of first-class universities and disciplines in tourism management discipline (project) in Guangxi, China. The corresponding author has also been participating in research projects supported by Guilin Tourism University-China ASEAN Research Centre. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.

Competing interests: The authors have declared that no competing interests exist.

Introduction

Many individuals believe that Industry 4.0 might be characterized by the increased adoption of networking technologies and intelligent automation in current organizations. An innovation paradigm for the advancement of technology seems to be developing [ 1 , 2 ], one that incorporates automated machine learning [ 3 , 4 ], deep learning [ 5 , 6 ], nanodevices [ 7 , 8 ], quantum physics [ 9 – 11 ], and self-driving automobiles [ 12 ]. As a result of developments such as technology and time/space compression [ 13 , 14 ], how we communicate and cooperate in the future will be different. It is projected that both the capabilities and performance of artificial intelligence (AI) will continue to develop in the coming years, making it one of the technologies that are considered cutting-edge [ 15 , 16 ].

AI was predicted by practitioners in the hotel business professionals that its application can enhance both the quality of services provided and the experiences provided to customers. They had high hopes that the AI they had implemented would be beneficial to their management and operations. Despite the fact that a growing number of hospitality organisations have adopted AI devices [ 17 , 18 ], customers’ interest in and use of AI gadgets is lower than anticipated [ 19 , 20 ]. Acceptance by users is the determining factor in the successful adoption of any brand-new technology [ 21 ]. To avoid losing money on AI investments and make the most of the opportunities presented by its use, experts in the hospitality industry need to investigate the factors that influence the acceptance and use of AI devices by customers [ 22 ].

To minimise unnecessary AI investments and maximise the potential benefits of AI incorporation, hospitality professionals should investigate factors that influence the acceptance and use of AI devices by customers. As more and more applications are found for artificial intelligence, researchers have begun paying a lot more attention to AI’s underlying difficulties. Initially, AI research was carried out by engineers, who mostly concentrated their efforts on AI design challenges [ 23 ]. These concerns included AI appearance, mapping, picture recognition, and other similar topics. A social science flavour has only recently been added to artificial intelligence research, which focuses on human-AI interaction, user perceptions, and acceptance of AI devices as service providers. This is a relatively new development, as social science researchers have only recently begun entering the field [ 24 – 29 ]. Research into artificial intelligence is still in its immaturity as a direct result of the comparatively short history of AI deployment. In artificial intelligence studies with a social science perspective, a significant amount of emphasis is focused on doing conceptual and descriptive research [ 27 ]. The development of a theoretical framework for the use of AI devices and the decision-making process was the primary emphasis of this research [ 30 , 31 ]. These studies analysed previous work done in the field of artificial intelligence device implementation literature (such as research on service robots), with the objectives of providing an explanation for the phenomenon of AI adoption and identifying suitable future study fields [ 32 ]. The preponderance of research conducted to understand the phenomena of AI adoption has been conducted from the service provider’s perspective. These studies have mostly examined the usage and effects of AI devices on the operation and administration of service providers, including cost reduction [ 33 ], investments [ 34 ], workforce management [ 35 , 36 ], as well as work environments [ 37 , 38 ]. These results should be taken with an amount of caution since there hasn’t been a great deal of study on how people react to and employ AI devices.

Research methodology adopted

By focussing on a larger number of tourist and hospitality journals, the purpose of this investigation was to find a way around the constraint previously mentioned. Preferred Reporting Items for Systematic Reviews and Meta-Analyses, or PRISMA for short, is a further addition to this research endeavour [ 39 ]. In the field of medicine, this specific approach to systematic practice is extensively well-known and respected [ 40 ]. However, scholars and academics in the tourism industry rarely use it, except for some outstanding literature [ 41 , 42 ]. In particular, this study investigates whether or not the PRISMA checklist items have been used in any systematic reviews that have been carried out in the field of tourism and hospitality by assessing the items on the checklist. Because of this, the author’s awareness of the methods that tourism academics use when doing systematic reviews has been one of the major contributions as a result of this study. This study will provide researchers with criteria for performing a suitable-practice systematic review and pave the route for the authors to use PRISMA in the current study. Importantly, this paper provides a complete analysis of the systematic evaluations that have been published in journals dealing with hospitality and tourism themes (see Fig 1 below). This underrepresentation of the tourism and hospitality themes was the primary impetus for the decision of delving into a such research topic. This current comprehensive analysis of review papers in this paper provides more illumination on a variety of domains of roboethics knowledge as an outcome of the research endeavour.

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(Source: the authors’ own elaboration) (Keywords: human / computer / interaction / hospitality / tourism / ethics, each of the words shown in different research endeavour).

https://doi.org/10.1371/journal.pone.0287439.g001

This systematic review followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines [ 43 , 44 ]. The author conducted a detailed search for previously published systematic reviews that were included in hospitality and tourism journals. Using a dataset produced from this summary, this study was analysed to determine the level of quality of systematic reviews conducted in the hospitality and tourist industry. In the current study, the PRISMA reporting checklist parts that are utilized to carry out systematic reviews in the social sciences are broken down, and more explanation is provided [ 39 , 45 , 46 ]. A protocol was prepared in advance to record the analytic process and inclusion criteria for the primary dataset [ 47 – 49 ]. Web of Science, ScienceDirect.com and the journal websites were used to search for articles published in tourism and hospitality journals of high quality that had reviews in their titles, abstracts, and/or keywords relating to a systematic review, tourism, hospitality, AI, robot, ethic(s) and human-computer interaction (see Fig 2 below for its keyword co-occurrence frequency outcome). The paper selection criteria are listed as follows.

• Selected data must be related to robot ethics-themed articles and reviews on the tourism and hospitality industry.
• Sources other than the English language have been excluded in the systematic review of the current paper.
• Papers not related to human-robot interactions are excluded.
• There is no time limit for the selected papers in the current study.

(Source: our elaboration from the VOSviewer software).

https://doi.org/10.1371/journal.pone.0287439.g002

For instance, since August 2022, the investigation has been continuing until the formal draught of the manuscript has been produced. The information that was found in the identified entries’ previously released articles was transferred to a database created in Microsoft Excel. The evaluation of the title and abstract was completed independently by the first author and the corresponding author of the current paper. Subsequently, the whole content of the selected papers was scrutinised in light of the qualification requirements. In particular, the author looked at studies that found relevant material by exploring several sources using a set of phrases that had already been determined.

Accordingly, the allocation of scientific publications per publishing year was subsequently constructed. Fig 3 depicts the progression of academic output on the specified subject across the whole period of time between 1987–2022. In the early phases of implementation, there were very few publications. From 1987 through 2017, a small number of papers were recorded annually, except for the year 2011, when three pieces were published. In the years between 2018 and 2022, the quantity of chosen topics grew rapidly and substantially. Regarding 2022, it needs to be understood that it is continuing, therefore, the 20-article data shown is not conclusive. Therefore, the increasing tendency of previous years and the substantial number of papers will continue to exhibit a culminating tendency of expansion. Human-computer interaction and robotethics concerns in the tourist and hospitality industry have attracted a growing amount of attention in recent years, as shown by a rising trend identifying the last few years as being increasingly more productive and diversified.

(Source: Authors’ elaboration).

https://doi.org/10.1371/journal.pone.0287439.g003

Researchers’ attention to AI adoption

The term artificial intelligence (AI) is used to describe computer programmes that simulate human intelligence in judgment by combining complex software and hardware components with massive data [ 50 ]. Alternately, artificial intelligence (AI) can be understood as the capacity of a system to accurately interpret sensory stimuli, acquire new knowledge, and apply such knowledge learned to accomplish original objectives in an adaptive approach [ 51 ]. As more and more applications are found for artificial intelligence, researchers have begun paying a lot more attention to AI’s underlying difficulties [ 52 – 55 ]. Research on artificial intelligence (AI) was first carried out by engineers, who primarily focused their efforts on AI design challenges such as the appearance of AI, cartography, visual identification, and other similar topics [ 23 , 55 ]. A sociology flavour has only recently been incorporated into computational intelligence, which concentrates on human and AI interplay, perceived utility, as well as the acquiescence of AI technologies as service suppliers. This is a relatively new development, as sociologists have only barely started entering the domain [ 20 , 27 , 28 ]. AI research is ongoing in its early stages as a result of the relatively shorter history of AI implementation in human history. The artificial intelligence research that took a social science perspective placed a strong emphasis on theoretical and implementation studies that are geared toward conceiving how AI devices are employed and how decisions are made [ 56 , 57 ]. They described the phenomenon of AI interaction with AI-facilitated systems and proposed future research fields [ 58 , 59 ]. These studies have focused primarily on the use of AI devices and the effects these devices have had on the management and operation of the service provider’s business, such as cost-benefit balancing [ 60 ], operational functions [ 61 ], job opportunities [ 62 , 63 ], staff competencies enhancing [ 64 ], and facility designs [ 65 – 67 ], among others. The bulk of research conducted to understand the phenomena of AI adoption has been conducted from the service provider’s perspective, while these findings should be taken with a smidgen of scepticism since there has not been a great deal of study on how people react to and employ AI devices. There are three distinct ways that ethics might be interpreted in the robotics discipline [ 68 , 69 ], which include the moral codes that are programmed in robotics, the ethics of individuals who build while using robots, and the morality of how people interact with automatons. The works of literature pertaining to robot ethics in service would be included in the systematic review in order to further delve into these ethical themes concerning the service business, particularly in the tourism and hospitality industry.

AI applications in service areas

Despite the fact that conventional interactions between consumers and human employees continue to be the norm, artificial intelligence has gained prominence in recent years [ 70 ]. Artificial intelligence enables robotics to tackle issues in a manner equal to that of humans by incorporating human characteristics into complex algorithms. Consequently, using deep learning algorithms, artificial intelligence systems may be able to assist companies in creating customised offers based on prior client requests and preferences. AI is permeating several businesses, notably the service industries, because of its profit-enhancing potential and technical developments. As artificial intelligence technology has advanced and digital marketing has become more important, businesses in a wide variety of service industries, such as healthcare coverage, financial services, general merchandise, healthcare, youth development, commuting, tourist activities, and hotel management, have integrated AI devices into their service provision and operational processes [ 71 , 72 ]. The devices with AI technologies can provide services in various ways. Opinion mining [ 73 ], which is propelled by AI technologies such as natural language processing, has the potential to discover and automatically assess the perspectives of travellers on the qualities of items sold in the tourism industry. Chatbots and messaging that are driven by AI are being used by firms that provide Smart Support to enhance both functional and technical support operations [ 74 , 75 ]. Recommender systems that are powered by artificial intelligence are used to provide visitors with a list of activities that are tailored to their preferences and requirements [ 76 ]. Robots and service automation techniques such as delivery robots, chatbots, robot-concierges, and self-service kiosks have been utilized to enhance corporate performance and customer service in the hotel business [ 77 , 78 ]. It has begun to get substantial attention as a result of the growth in the number of AI-powered solutions that are used in the service delivery process.

Ethics issues of AI and roboethics

Lin et al. [ 79 ] outline the increasing presence of robotics in humanity, from safety to sexuality, and examine the myriad of ethical and societal difficulties. In the study, Lin classifies these issues into three key areas, such as security and faults, laws and ethics, and the interplay of social relationships. Malle [ 80 ] gives a framework that specifies what a normatively competent automaton would entail, which is commonly referred to as computer morality, in an attempt to more effectively merge the morals of robot operation in society. In the meantime, examine a variety of ethical concerns that reflect the deployment, utilization, and therapeutic interventions of such ethical androids in social structures. Such a topic is typically referred to as robot ethics. Meanwhile, Vanderelst and Winfield [ 81 ] present a strategy for programming robots with ethical conduct based on the simulation theory of cognition. As a philosophical study, it gives a theoretical perspective; nevertheless, no practical proposals are provided addressing which robots should bear responsibility in which situations or how rules for the responsible use of robots need to be created. The best approach to robot ethics, according to Asaro [ 69 ], is one that covers all of the ethical difficulties involved with robot ethics, and in order to do so, it must consider that robots are serving in a societal-technical system. Danaher [ 82 ] attempts to illustrate and expand the concept that robot processing is a guideline to the ethics of robotics by using prior work on robotic morality as a basis. Following these, Burton et al. [ 83 ] continue to give AI instructors and programmers case studies and linkages to service providers and service resources. While expressing and agreeing on ethical concepts for robots is essential, it is simply the beginning of comprehending the social structure of robotic ethics [ 84 , 85 ]. Comparisons with the field of robot ethics shed light on some of the limitations of theories, including the fact that they are at times much too comprehensive and theoretical to interpret ethics in practice. In what is intended to be a quasi-examination, compare and contrast a wide range of ethical standards by highlighting both their similarities and their differences [ 86 ]. To get an understanding of the role that checklists play in AI ethics. It is important to concentrate on fairness while engaging in an iterative design process with a few AI practitioners. Siau and Wang [ 87 ] investigate the ethics of artificial intelligence by analysing AI ethics in modern times. Their principal innovation is a theoretical analysis of the field at a higher-level abstraction, in which they offer core concepts, outline methodology, and discuss critical concerns in AI ethics.

Different views on AI adoption in the tourism and hospitality industry

As a result of the growing prevalence of artificial intelligence (AI) technologies and artificial intelligence gadgets within the hospitality sector, the customer and provider possess distinct points of view regarding the utilization of AI [ 75 , 88 – 90 ]. From the point of view of service suppliers, artificial intelligence gadgets have the potential to enhance businesses’ productivity, effectiveness, and security reduced expenses, improve quality service, facilitate a sustainable workforce with synergic collaboration between human staff and AI-given service, and enhance employee satisfaction, thereby improving employees’ overarching well-being of all stakeholders in the tourism and hospitality businesses [ 91 , 92 ]. Although some enterprises are aware that the initial investment necessary for AI technologies may be rather significant, they are nonetheless excited to incorporate these technologies within hospitality businesses [ 17 , 93 ]. According to the uncanny valley theory [ 94 , 95 ], which is a graphic depiction of the relationship between human people’s affinity and AI devices’ realism (i.e. similarity to humans), the devices’ realism increases as the degrees of human individuals’ affinity and acceptance for AI devices increase. In other words, the greater the capacity of people to accept and identify with AI gadgets, the more realistic they look.

Clients might well have conflicting opinions about the adoption and usage of AI gadgets in the hotel industry. On the one hand, some current existing researches suggest that AI gadgets may increase consumers’ perceptions of service excellence and reliability, hence increasing their acceptance of their usage in accommodation facilities [ 96 , 97 ]. The usage of AI in the hospitality business may change the way that visitors evaluate and appreciate the services offered by hotels [ 23 , 98 ]. It is indeed possible that AI devices will improve customers’ experiences. Customers are willing to accept and make use of AI devices in the hotel business [ 99 ]. On the other hand, however, the level of acceptance and use differs depending on the service that AI gadgets deliver. Not every customer is exhilarated by anticipating the bright future of AI devices. There is still a major crowd of customers, who continually show strong resistance to accepting and using AI devices in the hospitality industry. Customers who use AI gadgets express feeling isolated while using adopting computer-mediated communications as a consequence of the reduced opportunity for social connection, which ultimately results in their decision to forego the utilization of high-tech devices [ 100 ]. Customers perceive that the hospitality industry should place more of an emphasis on human value as opposed to robotic value [ 101 , 102 ]. In particular, they believe that luxury hotels and hotels that do employ robotic services should place a greater emphasis on the experience guests have while staying at their properties.

Moreover, the perceived human-likeness perceived intelligence and perceived danger including privacy, safety, and security problems might influence consumers’ adoption and usage of AI gadgets in the hotel industry [ 103 ]. Some users believe that the humanlike characteristics of AI products might undermine their human identity [ 104 ]. When the level of realism of AI devices hits a certain limit, the affinity connecting humans and AI gadgets will decline substantially, resulting in unexpected feelings, or even perceptions of risks [ 105 , 106 ]. Customers may be hesitant to adopt AI technology because of anxiety that humans may lose their individuality to humanoids, causing hotel technology resistance [ 107 – 109 ]. Many consumers who are unwilling to accept and employ AI technologies are also concerned about their privacy [ 110 ]. AI devices equipped with machine intelligence are regarded as an effective method for increasing the customer experience, since they utilize significant consumer data to anticipate their needs and tailor their services. Customers are reluctant to share or expose their personal information with hospitality service suppliers. When customers discover that service providers surreptitiously collect, store, and use their personal information, they may feel increasingly less secure. For instance, some customers may disapprove if a hotel monitors everything they do throughout their stay, including what customers watch on television and what people eat [ 111 ]. Individuals may feel worried about their privacy being violated, despite the fact that such information would be used to produce better-tailored customer service. Tourism and hospitality businesses and their clients will be affected by security breaches.

Tensions in roboethics in the tourism and hospitality industry robot-adoptions

Customers’ perceptions of the adoption and utilization of AI gadgets vary from optimism over the enhancement of their experience to the anxiety of an automated society [ 15 , 112 ]. In addition, existing technology acceptance theories have been used to investigate the acceptability of AI gadgets by consumers and their employment in service settings [ 113 – 115 ]. Because these theories were designed to explain the acceptance and usage of non-intelligent technology gadgets, several researchers suggested that they may not be suitable to investigate consumers’ acceptance and use behaviour in the setting of AI devices [ 116 , 117 ]. Since AI devices have unique intelligent natures that are significantly different from non-intelligent technologies devices such as humanlike mindsets that require fewer customers’ learning to operate the devices, which makes the ease of use as core constructs in traditional technology acceptance models irrelevant to explain the drivers of customers’ acceptance and use of AI devices [ 118 ].

In addition, the previous study has investigated the acceptance and use of AI devices by customers in a variety of service settings [ 119 , 120 ]. According to the findings of previous studies, the varying degrees of services and the nature of utilitarianism and hedonism may vary from one service to another [ 121 , 122 ]. This difference has the potential to have a significant impact on the expectations of consumers and the hotel products the consumers intend to purchase. Customers in the hospitality business seem to have higher expectations of hedonic value (that is, enjoyable and unique experiences) than those in other service industries. Additionally, in comparison to other types of organizations, the hospitality sector has far more frequent interactions between customers and employees [ 123 ].

Roboethics in tourism and hospitality amid the COVID-19

Coronavirus disease 2019 (abbreviated as COVID-19) is swiftly disseminated over the globe through human pathogens [ 124 – 126 ]. The pandemic has prompted a massive worldwide public health push to reduce social interactions and increase clear distance. Numerous ideas demonstrate that unpredictability and poor consistency not only endanger people’s choices of physical health, but also their mental health, particularly in the psychological and cognitive domains (see Fig 4 for the keyword co-occurrence map). After a crisis, customers’ conduct will alter [ 127 – 129 ]. Previously, researchers have observed that customers’ acceptance and use of AI devices in the hospitality business are not promising due to the customers’ desire for personalized amenities with actual staff members [ 130 – 132 ]. History demonstrates that technological innovation and advancement may aid in disaster or crisis management [ 133 ]. For instance, robots were used in the 2011 Fukushima nuclear plant disaster [ 134 ]. In three major areas, including health treatment, logistics, and reconnaissance, robotics may aid the pandemic [ 135 ]. In hospitals, airports, transportation systems, recreation and scenic areas, hotels, restaurants, and communities in general, AI devices such as robots, autonomous vehicles, and drones have played a significant role in managing the potential spread of COVID-19 [ 136 , 137 ]. They are responsible for delivering items, disinfecting and sterilizing public spaces, detecting or measuring body temperature, providing safety or security, and comforting and entertaining patients and customers [ 133 ]. The quick growth of robots, automation, and artificial intelligence (AI) is anticipated to impact and revolutionize many facets of the hotel and service sectors, particularly after COVID-19.

(Source: our elaboration).

https://doi.org/10.1371/journal.pone.0287439.g004

When the COVID-19 pandemic is still underway, the public has also been made aware of the advantages that AI gadgets may provide in terms of facilitating the preservation of social distance and minimizing the danger of infection. During the COVID-19 public health disaster, it is probable that hotel consumers may be increasingly keen to utilize AI devices [ 138 , 139 ]. Customers may utilize self-service technology to check in or check out, get service information through chatbots, enjoy hotel amenities offered by service robots, and modify the room’s amenities via smart systems. In light of the fact that the production of the vaccine has not yet reached full maturity, there is an urgent need to conduct an empirical study to determine how customers’ perceptions of the threat posed by COVID-19 affect their willingness to accept and utilize AI devices in the hospitality industry. Due to the extremely infectious nature of COVID-19, maintaining a safe social distance between individuals has proved to be an effective method of preventing viral infections [ 140 , 141 ]. The pandemic has prompted a massive worldwide public health push to preserve social distance by reducing direct human-to-human contact and high physical distances. These practices of social distance have had a significant influence on businesses that depend heavily on human connection, such as hospitality and tourism, which are suffering severely during this era [ 142 , 143 ].

Discussion and conclusion

This study employed a systematic review following the PRISMA guidelines to provide a comprehensive knowledge of AI adoption in the hospitality industry and its relevant ethical issues. According to the PRISMA guidelines, the inclusion criteria and data collection process are explained. The present research examined 89 relevant research articles from prestigious databases such as Web of Science and ScienceDirect.com, as well as journal websites. The paper presents a keyword co-occurrence map and the number of published papers per publishing year to provide an overview of the AI research papers’ landscape in hospitality. The study identified six research domains related to the publication themes, highlighting the advantages and complexities of AI technology in the hospitality industry. It summarizes the applications of AI in service areas and discusses different views on AI adoption from the perspectives of service providers and customers in the tourism and hospitality industry. Furthermore, it also references various studies that have explored the ethical implications of AI in the hospitality industry. The ethical issues related to AI adoption such as resistance by employees, competition with rivals, and legal issues are identified. which are essential and not frequently raised in publications. The paper contributes to the existing literature by providing a comprehensive analysis of AI adoption in the hospitality industry and emphasizing the need for further research in understanding the roboethics issues for AI adoption. The insights gained from this study can help hospitality professionals make informed decisions regarding AI investments and ensure the optimal utilization of AI technologies in their operations.

Theoretical implications

The literature review included in this study suggests that the tourism and hospitality-related publications have developed in terms of not only a rise in volume but also a growing diversity of topics. However, significant research gaps and under-researched areas in the tourism industry were also revealed. Future studies should investigate more complicated smart environments in which robots interact simultaneously with other robots and people, as they become more autonomous and interconnected with the Internet of Things (IoT). In addition, interdisciplinary research collaborations are required to provide more robust and widespread research on AI technology. Future studies on human concerns should include replication studies to examine the effects of robots on the tourism and hospitality experience and the attitudes, requirements, and hopes/fears of staff. The integration of robots into the behaviours of customers and service staff in the tourism and hospitality industry should be examined concerning morality and ethics.

Practical implications

This research provides managers and marketers in the hotel industry with essential information to establish appropriate AI device investment and adoption strategies. It aids in increasing their understanding of consumers’ motivations for utilizing AI devices, proposing business strategies for planning, operating, and marketing their businesses, and enhancing customer experience using AI devices. It also enables hotel managers to strike a balance between the increased value-added requests of consumers, the technological advancement of the business, and the high danger of disease transmission.

Limitations

The present research has two limitations. First, the theoretical framework and research findings used in this study are restricted to the present era. Second, the data collection approach will consist of conducting a systematic review of a larger base of hotel research to determine their acceptance and usage of AI devices based on their views. Thus, the findings may vary significantly if the sample consists of actual hotel guests who have stayed in specific hotels that offer service through AI gadgets.

Future research implications

As AI technology rapidly advances, customers’ adoption and usage of AI products may alter drastically in the near future. Therefore, it will be important to develop a theoretical framework that encompasses the nature of AI variables in the future to predict the factors that impact consumer acceptance and use of AI devices and the relevant ethical issues that AI created should be laid stress by future research.

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