Prof. Rob Law
The CETT Barcelona School of Tourism, Hospitality and Gastronomy at the University of Barcelona
Prof. Rob Law, Deputy Director of APAEM at the University of Macau (UM), shared his insights with the CETT Barcelona School of Tourism, Hospitality and Gastronomy at the University of Barcelona recently. He emphasized the transformative role of artificial intelligence (AI) in the travel industry, highlighting a shift from theoretical applications to practical implementations.
Prof. Law noted that AI can enhance personalized tourism experiences, citing ChatGPT as a successful example. However, he cautioned that AI is still evolving, particularly regarding sustainability practices, and suggested that it is essential for AI to undergo a trial-and-error phase.
Regarding education, Prof. Law stressed the importance of integrating AI training in tourism programs to prepare future professionals. He recommended that universities not only include AI in their curriculum but also support research projects and international collaborations to keep up with industry advancements. He acknowledged challenges such as stakeholder resistance and uncertainty about AI’s return on investment, while also pointing out the unprecedented opportunities AI presents for the tourism sector.
Prof. Law concluded by reflecting on his career success, attributing it to hard work, curiosity, and collaboration, and encouraged young academics to embrace these values in their research endeavors. Additionally, he expressed gratitude for the robust support from UM, asserting that Macao serves as an excellent hub for smart tourism researchers to test the potential applications of their research findings.
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