Artificial Intelligence in the Business of Tourism: A Market Strategy in the UK Travel Distribution

2019 dissertation for MSc. International Business Management. Selected by academic staff as a good example of a masters level dissertation. This study explains the current interest of travellers and business of tourism in Artificial Intelligence. It takes into account how Artificial intelligence disrupts the travel distribution. And, how it impacts on tourist behaviour. The methodology approach in this study employs a descriptive data analysis. It describes the data of UK traveller outbound behaviour and the economic performance of TUI Plc. Thomas Cook Plc. and Booking.com. Besides, the methodology approach includes Critical Realism. It provides a philosophical explanatory of the impact. This study, concludes that the application of Arti cial Intelligence in the business of tourism disrupt the travel distribution. It is in the form of the new Intelligent Travel Agents (ITA). But their services a=ect travellers heuristics and intuition negatively. It displaces travellers learning and discover new products and services. Finally, this study makes recommendations. First, it all proposes recommendations to the management of Intelligent Travel Agents. It suggests to match its products and services through Market-bound Self-reinforcing Mechanism. It would create a strategy for developing new traveller segments. It also recommends that Corporate Social Responsibility (CRS) should be at the heart of the Intelligent Travel Agents