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The dark side of artificial Dark side of AI

intelligence: threats to
tourism workers
Handan Hamarat, Haydar Sahin and Ayşe Koç Apuhan 127
Bingol Universitesi, Bingol, Tu
€rkiye, and
_
Ramazan Inan Received 19 March 2024
Revised 20 March 2024
Istanbul Gelisim University, Istanbul, Tu
€rkiye Accepted 21 March 2024

Abstract
Purpose – This study aims to conduct research by making use of studies investigating the negative effects of
artificial intelligence on the future careers and work motivation of tourism employees.
Design/methodology/approach – In this research, a literature review, which is one of the qualitative
research methods, was used. The study was completed by using a total of 13 articles and two book chapters
investigating the negative aspects of artificial intelligence in the research data Science Direct and Web of
Science databases as the main references.
Findings – In the articles examined as a result of the research, it was predicted that the entry of artificial
intelligence into the tourism sector poses a threat to the future careers of many tourism employees, and this will
cause tourism employees to lose their focus and motivation at work. Another conclusion reached as a result of
the research is that many tourism workers will be unemployed in the future due to artificial intelligence-
supported information systems and robots.
Originality/value – When the literature was reviewed, there was no research that directly examined the
negative effects of artificial intelligence on tourism sector employees. Therefore, this research is unique and
important in this respect.
Keywords Tourism, Artificial intelligence, Disadvantages of artificial intelligence,
Dark side of artificial intelligence, Digitalization
Paper type Literature review

Introduction
Most definitions of artificial intelligence (AI) treat it as a subfield of computer science or in
terms of how machines can mimic human intelligence (Tussyadiah et al., 2019). Another
way of defining AI depends not on its underlying technology but on its marketing and
commercial applications (Davenport and Ronanki, 2018). Intelligence can be defined as
the ability to solve seemingly complex goals, understand information with emotional
content and adapt this information to logic (Tegmark, 2017). AI can be defined as a new
trend that can perform many complex mathematical problems and algorithms and uses
comprehensive and detailed computer-aided systems to perform them. This new trend
can solve problems effectively and quickly and make decisions just as quickly (Akerkar,
2019). Human intelligence is inherently complex, broad and analytical in order to
overcome challenges, solve difficult tasks and categorize them. When AI is examined, it
can be categorized in three ways: narrow AI, which is designed to solve only certain tasks,
general AI, which is close to human intelligence in terms of level and super AI, which has a
capacity that can exceed human intelligence in every respect (Kurzweil, 2005; Wang and
Goertzel, 2007; Bostrom, 2014; Tegmark, 2017). Different predictions are constantly being
Worldwide Hospitality and
put forward as to the rate of progress of artificial intelligence, and it is predicted that if Tourism Themes
artificial intelligence progresses at this rate, a technological explosion that can replace Vol. 16 No. 2, 2024
pp. 127-137
human intelligence in the not too distant future will be encountered (Yeoman, 2012; © Emerald Publishing Limited
1755-4217
Tegmark, 2017). Especially when the general situation and development of AI after 2020 DOI 10.1108/WHATT-03-2024-0061
WHATT are examined, it is evident that it has already taken its place and been adopted, including
16,2 in business, tourism and the daily lives of individuals (Tussyadiah and Miller, 2019).
Thanks to significant advances in robotics and AI, service robots and service-oriented
automation have become a reality of human life (Ritzer, 2015; Talwar, 2015; Agah et al.,
2016; Li et al., 2019). Built with technologies that have the potential to outperform humans
in many manual and conceptual tasks (Brougham and Haar, 2018). In addition, there have
been many additional AI applications that, have had a strong and wide impact on the
128 daily lives of individuals and, especially, on the tourism industry. In the tourism industry,
AI technology has been widely used in various hotel departments such as food and
beverage, guest rooms and marketing. Developments in AI applications are growing day
by day and provide significant benefits. As a matter of fact, it is claimed that thanks to the
developments in AI, technologies that have the potential to outperform humans in many
manual and conceptual tasks will be used as a more attractive option (Brougham and
Haar, 2018). To illustrate this claim of the authors with the example of robot receptionists
used in the hotel industry, considering that robot assistants can work 24/7 instead of
receptionists working in hotels and that the employer does not have to pay taxes, it is clear
which option is more economical for the employer when payments such as monthly
working wage, pension, health benefits and other benefits are taken into account. The
same can be attributed to driverless cars. This is because driverless cars will also be able
to travel through the night while people sleep, putting pressure on the hospitality and
airline industries. However, these developments are also associated with numerous
negative impacts. People need to be mindful of the serious consequences of AI technology,
such as criminalization and unemployment. There is also concern that AI could change
human work modes. In addition to these negativities, it also includes the problems of
employment uncertainty, which is an extremely negative business outcome and career
uncertainty, which is a consequence of it. Employment uncertainty causes employees to
experience a feeling of extreme insecurity in the workplace and becomes a problem
that hinders their future professional development. The period we are living in is
characterized by futurists as a new industrial revolution and predicts that one-third of the
professions that are active today could be taken over by smart technology and artificial
intelligence in the near future (Brougham and Haar, 2018). Fereidouni and Kawa (2019), in
their study, The Dark Side of Digital Transformation, aimed to conceptualize digital
colonialism, arguing that research on digital transformation in tourism has mostly
focused on the benefits and application of AI technology, but structural dependency and
data control have been neglected. He also argued that, due to gaps in regulations, large-
scale entrepreneurs or companies that are the first movers in digitalization in the field of
tourism dominate travel services and destination infrastructure. Although artificial
intelligence technologies make human life easier, they will reduce the need for human
beings as they can perform many jobs that humans do. Considering the current situation,
it was deemed necessary to conduct an academic study on this subject.
The purpose of this paper is to contribute to the relevant literature by providing an
overview of the disadvantages of AI applications used in the tourism sector for sector
employees. For this purpose, in this paper, the effects of AI technologies on the
unemployment concerns of tourism professionals who have moved away from their
profession as a result of technological developments were investigated using the literature
review method, one of the qualitative research methods. When starting the study, the
keywords “artificial intelligence” and “disadvantages” or “employment” or “dark side” and
“tourism” or “hotel” or “hospitality” or “entertainment” were written in the subject section of
science direct and web of science. During the research, 13 articles and two book chapters
addressing the disadvantages of AI were found. When these studies are examined, a
significant number of studies (Zhang et al., 2014; Grundner and Neuhofer, 2021; Li et al., 2021;
Huang et al., 2024) show that the disadvantages of artificial intelligence used in tourism and Dark side of AI
hotel businesses for consumers are certain. It has been determined that a number of studies
(Gim et al., 2015; Fereidouni and Kawa, 2019; Li et al., 2019; Yanan, 2023) address the
disadvantages of artificial intelligence for tourism employees. In the light of existing studies,
first of all, a general framework was drawn about the AI applications used in the tourism
sector and then the subject was tried to be explained under subheadings such as the negative
effects of AI on the careers of tourism employees, its destructive power on organizational
commitment and it is taking away of employees’ jobs. 129

Uses of artificial intelligence in the tourism industry

Today, intelligent customer service, accurate information transfer, robot detection services
and other methods have a great impact on consumer needs, preferences, decision-making and
experiences (Ivanov and Webster, 2017). AI systems offer various services in tourism
businesses increase the competition among businesses and serve as an important factor in
attracting the attention of customers and being preferred. AI systems provide various
services in tourism businesses, increase competition among businesses and play an
important role in attracting customers’ attention and choosing the business. AI is shaping the
way we live by revolutionizing information technology. The working algorithm of AI
technology has attracted the attention of researchers and has become a method applied to
solve many problems in human life, especially engineering problems. For this reason, AI
technology has started to be used in the field of tourism. Robotic systems and AI-supported
applications mainly cover applications aimed at increasing the satisfaction level of guests in
the tourism sector (Zhang et al., 2014; Zlatanov and Popesku, 2019). The main AI-supported
applications widely used in tourism hotel businesses are listed below:
(1) Reception/Online customer service
Tourism companies use AI-supported chatbot systems to make reservations quickly and
interactively to ensure customer satisfaction and to respond to customers in a short time
(Tussyadiah and Park, 2018; Ayşe, 2020).
(2) Personalized services
AI can detect what tourists want/object with the help of questionnaires or short answers and
provide personalized services and recommendations in line with their preferences (Kwak
et al., 2015).
(3) Smart room systems
AI-supported tools are used to increase the comfort of hotel rooms. The relevant tools are
smart room systems that can be controlled by voice command systems and can respond the
needs and direct to the relevant units (Bahadır, 2021).
(4) Travel planning and security analysis
The AI-powered travel route planner is able to identify the best routes based on tourists’
interests. In addition, potential security threats are identified by analyzing the data of the
relevant travel route that the tourist wants to choose (Ribeiro et al., 2019; Ammous et al., 2020).
(5) Pricing strategy
AI-supported software tools can make vacation planning in line with the wishes of guests
who plan to prefer the relevant tourism business and can also develop automatic pricing
strategies based on demand forecasts and competitive analysis (G€ uneş, 2019; Singh and
Kaswan, 2020). AI-supported services affect the service quality of tourism businesses with
WHATT applications that increase the satisfaction level of customers. For this reason, tourism
16,2 businesses closely follow artificial intelligence applications and integrate AI-supported
systems into their relevant departments. While artificial intelligence offers many advantages
to the tourism sector, it also brings effects such as ethical issues, security problems and
unemployment. In this context, some of the negative subdimensions identified from the
studies examined are categorized and presented below.
130
Negative effects of artificial intelligence on the careers of tourism employees
Since the invention of the computer, one of the most anticipated and somewhat worrying
issues is the possibility of machines achieving human intelligence (Bostrom, 2014). About
75 years ago, Alan Turing (1950) pointed to the possibilities we might face today with the
question, “can machines think?” With his question, he pointed to the possibilities we may face
today. AI is expected to solve some challenges in 2025, especially in tourism scenarios, and
produce solutions to problems by solving complex structures that are difficult to solve by
individuals. Especially when the three-dimensional intelligence stage of artificial intelligence
(Bostrom, 2014; Tegmark, 2017) is examined, it will enable different developments and
futures in the tourism sector as well as in many other sectors (Doorn et al., 2017). With the
development of AI, it is emphasized that people are worried that artificial intelligence will be
adopted too much in the future and even exceed human intelligence, especially with the
destruction of some values. Although it is obvious that artificial intelligence is created by
human hands, it is still unclear how intelligent AI will be and how much it will be able to
improve itself and learn information. The relationship of artificial intelligence with tourism
depends entirely on tourists (Grundner and Neuhofer, 2021). AI aims to give manmade
machines human characteristics such as thinking, arguing and learning over time. This
means that in the future, machines managed by AI will be able to do the current job of an
actively working human being and replace him or her, which is harmful for many sector
workers and leads them into uncertainty (Brougham and Haar, 2018). If the general level of AI
completes its development correctly and has the ability to imitate a human’s capacity, it will
produce more value and take more place in human life (Wang and Goertzel, 2007). Lee (2016),
in a study on Singapore, predicts that computerization will destroy a quarter of employment,
especially in tourism. Frey and Osborne (2017) estimate that AI will put 47% of US workers
out of a job in the not too distant future. He emphasized that many hotels, restaurants and
tourism-related companies have adopted AI to reduce costs and provide faster, more efficient
and more beneficial services (Ivanov and Webster, 2017). Even if AI does not have the
characteristics of being human due to its biological structure, it can perform many actions
that a human can do. In connection with this, it is predicted that artificial intelligence will be
able to learn on its own and improve what it learns in the future (Koski and Backlund, 2017).
Brougham and Haar (2018) concluded that many tourism and other sector workers are aware
of this fast and efficient learning situation and that this situation worries them about their
future jobs and career positions. Regarding career uncertainty, Hirschi (2018) made the
following prediction, while unskilled jobs are more vulnerable to AI, skilled jobs are stronger
because they anticipate what will happen and follow the system.

The disruptive power of artificial intelligence on organizational commitment

Organizational commitment can be defined as the degree of support and respect that
employees receive from the institutions or businesses they work for and the well-being and
interests of employees in their workplaces (Rhoades and Eisenberger, 2002). The appropriate
and hedonic use of AI is rapidly adopting AI and the conveniences it brings with it, revealing
different typologies of AI while providing services to customers in the fields of hospitality
and tourism (Davenport and Ronanki, 2018; Huang and Ruşt, 2021). On average, AI is divided Dark side of AI
into three types: those that can perform simple pre-programmed tasks, those that are well-
designed and progress systematically, those that can perform even complex tasks and those
that interact with humans and sense and respond quickly to many social, emotional,
communicative and cognitive tasks. Customers, on the other hand, are not selective in their
categorization of AI but generally see it as a holistic-utilitarian concept that is useful to them
and produces quick solutions (Li et al., 2021). Many hotel operators and tourism stakeholders
who want to increase the popularity and recognition of their brand value have started to use 131
AI-powered intelligent robot concierges to serve customers in areas that a human can do,
such as lobby, baggage handling and storage, front desk, room service, indoor and outdoor
pools and food and beverage service in hotel restaurants (Huang et al., 2024) Intelligent robots
powered by AI can check in, check out and communicate with customers thanks to their
communication skills and some robots can even record their previous interactions and
respond accordingly in order to produce more useful solutions to some customers’ problems
and questions. These are virtual assistants and chatbots in hospitality and tourism (Huang
et al., 2024). While these developments produce very useful and practical solutions for
humanity and technology, they also signal that tourist guides, lobby, front desk and
restaurant workers may be in jeopardy in the future, if not now. While many applications in
today’s conditions and before were done by assistants and customer representatives
providing online services in the form of direct messaging or communication, today,
AI-supported chatbots both communicate with customers and respond to their requests and
complaints. They can also perform complex tasks such as ordering services, making
reservations or recommending new destinations through online applications. This has led to
increasing adoption and interest in hospitality and tourism by consumers and tourists as well
as relevant authorities (Saydam et al., 2022). These examples show that AI reduces the need
for human labor and poses a threat to many business lines in the future. Li et al. (2021),
especially in the context of the COVID-19 pandemic, discuss four different characteristics of
AI-enabled experiences: AI-enabled services, AI-generated services, AI-mediated services
and AI-facilitated services. These features of AI that facilitate human life and experiences
have become more widespread during and after the COVID-19 pandemic, when people were
locked at home and it became difficult to receive services from individuals and replaced
humans in business lines. Floridi et al. (2018), while highlighting the positive aspects of AI,
mentioned a promising future but emphasized that this is not enough and that both the bright
and dark sides of AI need to be addressed in detail. Tussiyadiah and Miller (2019) argued that
the negative progress of technology can lead to cyber wars, many technological barriers and
the destruction of values. When these studies are taken into consideration, it is seen that it will
negatively affect the sincere loyalty of tourism employees and other sector employees to the
organizations they work for and will completely destroy them after a while. Camilleri and
Neuhofer (2017) argue that it is therefore imperative to draw attention to all the positive and
negative consequences of AI, especially to recognize that it can add value to tourist
destinations as well as devalue them. Again, this study warns about the weakening of the
commitment of tourism employees and other sector employees to the organization.

Artificial intelligence taking over human jobs

AI technology, especially in the recent period, creates a high degree of anxiety and turnover
intention in employees because it perceives people’s working areas and professional
knowledge in a wide range and can produce solutions (Yanan, 2023). Yeh et al. (2020), in their
study to answer the question “Will AI take over human jobs?”, found that there will be bad
consequences such as unemployment, technology having control over people and increasing
social polarization. The authors also optimistically state that AI is still developing at the
WHATT moment and that they trust human intelligence to guide it in the right direction, as its future
16,2 development is in human hands. Based on the hypothesis that when artificial intelligence
technologies erode the professional knowledge of employees, employees will feel highly
anxious and develop turnover intentions, surveyed 628 employees and managers of 28
luxury hotels in China. At the end of the study, a positive relationship between perceived
organizational support and turnover intention was discovered. The study also found that
when hotel managers, faced with the threats of AI to employees, provide organizational
132 support to their employees, especially in the areas of finance, career and compliance,
employees perceive AI as a threat and develop turnover intentions.
Especially in the last decade, there has been a significant increase in research and studies
on AI applications, and the impact of AI technology on both individuals and businesses has
begun to be investigated (Budhwar et al., 2022). AI technologies have been widely used in
various departments of hotels, including catering, marketing systems, guest rooms, lobby,
front desk and reception. For example, The Wynn Las Vegas and Aloft hotels have installed
virtual assistants in the rooms to respond to the needs of guests more quickly and guests can
quickly tell their needs thanks to these virtual assistants (Ouchchy et al., 2020). Although the
benefits of new technologies to society are only considered in terms of benefits, they are also a
source of concern. People are concerned that AI may create a moral vacuum, damage ethical
values and create unemployment today and in the future. These concerns bring with them a
negative report among employees in workplaces; they cause employees to feel extremely
insecure and in danger in terms of employment in the face of the rapid advancement of AI in
workplaces where they previously felt safe and belonged and negatively affect or even
prevent their future career plans (Brougham and Haar, 2018). Especially today, when
working environments are under some sources of stress and pressure, employees who have to
struggle with the power of this technological advancement feel psychologically under great
threat due to the fact that the information they have previously mastered and acquired
through hard work is eroded by technology and their professional knowledge is uploaded to a
robot with a button, which causes anxiety, sadness, psychological problems and even
inextricable depression over time (Mantello et al., 2023). Many studies have shown that the
use of advancing technologies and the rapid employment of these technologies in every field
create employment uncertainty for real working individuals, which leads to high turnover
intentions (Khaliq et al., 2022). People’s turnover intentions are high because it is another
human who decides this again because people prefer AI technology to human beings and
some of the reasons for this are that AI is thought to be faster, more stable and fairer (Bankins
et al., 2022). According to the technology threat avoidance theory, as long as many companies
continue to incorporate AI technology into their companies and work environments at this
rate, it is predicted that potentially many employees will transfer their line of work to AI and
the assistant robots that work with it (Liang and Xue, 2009). While the negative effects of AI
on employees continue, it is related to the level of support of the hotel or business of the
relevant organization that the employees stay in the company and continue with the same
motivation and their organizational commitment to the organization remains at the same
level as before.

Conclusion
This paper contributes to revealing the disadvantages of artificial intelligence applications
used in the tourism sector in terms of employees. There are many studies in the literature on
AI in terms of both practitioners and users. When the studies on the disadvantages of AI in
terms of employees were examined to form the basis for this study, it was determined that the
relationship between AI eroding the professional knowledge of tourism employees and
turnover intention (Yanan, 2023), the relationship between organizational support and
turnover intention (Li et al., 2019), the potential effects of AI for tourism sector employees and Dark side of AI
managers (Kong et al., 2021) and the relationship between the use of tourism destination data
resources and digital colonialism (Fereidouni and Kawa, 2019) were examined. In light of the
existing studies, it tries to explain the negative effects of AI on the careers of tourism
employees, its destructive power on organizational commitment and the employees’ loss
of jobs.
AI applications can now be a good investment option for many businesses to reduce labor
costs and increase their competitiveness in the sector. Considering that AI applications, 133
which will continue to become more advanced and autonomous in parallel with the
developments in technology, will be accessible at more affordable prices in the future, it seems
inevitable that it will be the biggest investment area. In addition, the fact that it is faster and
more reliable than employees is an important reason for the employer to choose it. However,
the use of AI technology in this competitive working environment inevitably causes
employees to compete with each other for recognition, bonuses and promotions (Li et al.,
2019). As a matter of fact, today’s employees face a great deal of pressure due to constantly
evolving technology, despite its numerous benefits. AI plays a key role in a number of
innovations and applications in the tourism sector, profoundly changing the tourism and
service experience (Xiang, 2020). In other words, AI technology, which provides multifaceted
benefits to the tourism industry, is becoming a looming threat to them (employees). While
employees have to endure the usual pressures of their daily work in a routine work
environment, they are also struggling to learn how to use new technological devices. As
emerging technologies erode employees’ original professional knowledge, they feel
psychologically threatened, leading to anxiety, sadness and even depression (Brougham
and Haar, 2018; Li et al., 2019). The higher the organizational support, the higher the retention
and loyalty of hotel employees and other company employees alike (Wang and Wang, 2020;
Chung et al., 2021).
AI can have a negative impact on employees, but it can also have a negative impact on
guests. Guests going on vacation may want to know more about many topics, such as the
lifestyles and cultures of local people. At the same time, they may want to benefit from the
experiences of local people and may even want to take part in these experiences. When AI
cannot replicate these experiences, it can negatively impact guest satisfaction. As a result, it
can negatively affect guests’ next destination choices and revisits.
As a result, the increasing trend in the use of AI in the tourism sector is manifested in
employment uncertainty and higher turnover intentions among employees (Yanan, 2023;
Khaliq et al., 2022). Another paper examined the potential effects of AI on tourism sector
employees and managers (Kong et al., 2021). Another study examined digital transformation
in terms of digital colonialism using data sources from tourism destinations (Fereidouni and
Kawa, 2019). In another paper by Li et al. (2019), it was found that when organizational
support to employees decreases, turnover intention also strengthens, so employers in the
tourism sector should provide support to their employees to encourage them to work more
efficiently. In this case, employees will feel more appreciated and valued, which will increase
the motivation of tourism employees to cope with AI. When these studies were examined, it
was determined that a significant number of studies (Zhang et al., 2014; Grundner and
Neuhofer, 2021; Li et al., 2021; Huang et al., 2024) addressed the disadvantages of AI used in
tourism and hotel businesses in terms of consumers and a certain number of studies (Gim
et al., 2015; Fereidouni and Kawa, 2019; Li et al., 2019; Yanan, 2023) addressed the
disadvantages of AI for tourism employees. It is an inevitable fact that AI technology poses a
danger to tourism workers such as tourist guides, lobby staff, front desk and restaurant
workers. In addition, employees who do not receive adequate feedback on organizational
support after the paper conducted in many hotel businesses show intention to leave their jobs,
which is an example of the destructive power of AI on organizational commitment. New skills
WHATT can be acquired by creating training programs to ensure that employees in the tourism sector
16,2 are compatible with technological developments supported by AI. By creating a new business
model by combining AI technologies with human skills, speed and quality can be combined in
the service to be provided. In addition, instead of using AI technologies that cannot fulfill the
tasks requiring emotional intelligence as desired, employees in the tourism sector should be
encouraged and brought to the forefront of these tasks.
134
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Corresponding author
Handan Hamarat can be contacted at: [email protected]

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