Do AI and IoT Really Enhance Workforce Efficiency and Talent Acquisition in the Travel Industry? Or Maybe Not?

The study applies a multiphase, multimethod research approach based on the participatory methodology. It integrates perspectives of professionals in the travel industry and academic experts with the aim to develop an integrated conceptual model of the AI and IoT influence on work, skills development, and job attractiveness in the industry. The research provides a comprehensive understanding of the ways in which digital technologies indirectly shape employment through changes in work processes and development of transferable digital and socio-emotional skills. The paper aimed to donate to redefining the perception of work in tourism and hospitality, emphasizing the sector not only as a career choice but also as a platform for the acquisition of skills relevant in other industries as well. The outcomes revealed that the employees’ aspirations to enter or stay in the industry are not directly influenced by AI and IoT technologies; rather, their effects are mediated through changes in work processes and, more importantly, through the development of skills. The study contributes theoretically by evolving and analytically confirming an incorporated theoretical model that connects technology implementation, work transformation, skills development, and employment outcomes. Practically, the results underscore the importance of human-centered implementation strategies, emphasizing training, communication, and employee inclusion to maximize the benefits of digital technologies.