A critical reflection on analytics and artificial intelligence based analytics in hospitality and tourism management research

Purpose – This work consists of a critical reflection on the extent to which hospitality and tourism management scholars have accurately used the term ‘analytics’ and its five types (i.e., descriptive, exploratory, predictive, prescriptive, and cognitive analytics) in their research. Only cognitive analytics, the latest and most advanced type, is based on artificial intelligence (AI) and requires machine learning (ML). As cognitive analysis constitutes the cutting edge in industry application, we examine in depth the extent cognitive analytics has been covered in the literature. Design/methodology/approach – This study is based on a systematic literature review (SLR) of the hospitality and tourism literature on the topic of ‘analytics’. Our SLR findings were complemented by the results of an additional search query based on “machine learning” and “deep learning” that was used as a robustness check. Moreover, the SLR findings were triangulated with recent literature reviews on related topics (e.g., big data and AI) to generate additional insights. Findings – Our finding show that: (1) there is a growing and accelerating body of research on analytics; (2) the literature lacks a consistent use of terminology and definitions related to analytics. Specifically, publications rarely use scientific definitions of analytics and their different types; (3) although AI and ML are key enabling technologies for cognitive analytics, hospitality and tourism management research did not explicitly link these terms to analytics and did not distinguish cognitive analytics from other forms of analytics that do not rely on ML. In fact, the term ‘cognitive analytics’ is apparently missing in the hospitality and tourism management literature. Research limitations/implications – We generate a set of eight theoretical and three practical implications and advance theoretical and methodological recommendations for further research. Originality/value – This is the first study that explicitly and critically examines the use of analytics in general, and cognitive analytics in particular, in the hospitality and tourism management literature