Intelligent Systems as a Communication Element in the Hospitality Industry

In this thesis the author studies the impact of the use of intelligent systems and innovative technologies in the hospitality industry and in its communication element. The author examines the factors attracting visitors and making them return in the restaurant and hotel business, using the methods of case studies, content analysis of comments, expert interviews and online questionnaires. Traditional communication tools in the hospitality industry are not enough due to the superior competition in the market, so, the support of "wow"-marketing provide opportunities to surprise and delight customers in order to create loyalty and motivations for recommendations. Intelligent systems are able to engage and delight users by a high degree of personalization, adaptability, self-learning, and most importantly, creativity. Intelligence becomes fundamental for the development in the service economics, which requires an individual approach to each client. Thus, the systems becomes a kind of butler, ready to fulfill any human’s wish and simplify his operations. The paper presents a theoretical analysis of modern hospitality market, its promotion strategies and the impact of informatization processes on them, the theoretical study of intelligent systems, Ambient Intelligence systems, intelligent information systems and their practical implementation in the hospitality industry, as well as trend analysis. According to the study, intelligent systems affect the overall level of customer satisfaction with quality of service in the restaurant or hotel, playing the role of supplementing factor. They enhance the effect of satisfaction, creating customer delight and desire to visit the place again. And, on the contrary, if technical inconveniences occur, the probability of a return visit reduces.