Education 4.0: Tourism and Hospitality Education Convergence with Industry 4.0

EDUCATION 4.0: TOURISM AND HOSPITALITY
EDUCATION CONVERGENCE WITH INDUSTRY 4.0
Stanislav Ivanov
Email: stanislav.ivanov@vumk.eu
Web: http://stanislavivanov.com
QS Subject Focus Summit on Hospitality and Tourism
5-7 December 2018, Kuching, Malaysia

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Dr. Stanislav Ivanov
2
• Professor and Vice Rector (Research), Varna University of
Management, Bulgaria (http://www.vum.bg)
• Editor-in-chief of the European Journal of Tourism Research
(http://ejtr.vumk.eu)
• CEO of Zangador Ltd. (http://www.zangador.eu)
• Member of AIEST (https://www.aiest.org)

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Robots, artificial intelligence and
automation technologies have arrived …
3

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Source: http://vignette4.wikia.nocookie.net/starwars/images/c/c8/Counterparts.jpg https://en.wikipedia.org/wiki/BB-8

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Source: http://vignette2.wikia.nocookie.net/avp/images/4/49/Terminator.jpg

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Source: http://www.kurzweilai.net/images/robot-thinking-one.png

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Application of robots, AI and automation technologies:
• Manufacturing
7
http://www.businesskorea.co.kr/sites/default/files/field/image/Industrial-Robots-Hyundai-Heavy.jpg

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• Warehousing, supply and logistics
8
https://abm-website-assets.s3.amazonaws.com/inddist.com/s3fs-
public/styles/hero/public/featured_image/2017/01/Amazon-Robots.jpg?itok=fhqW-lPW

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• Agriculture
9
• Autonomous vehicles
http://sparc-robotics.eu/wp-content/uploads/2014/05/polni-robot-amazone-bonirob-44e031.jpg https://media.wired.com/photos/5a6fbe7d68851b1549e7d280/master/w_799,c_limit/
Waymo-Minivan.jpg

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• Medicine
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• Warfare
http://vignette3.wikia.nocookie.net/robotics/images/2/21/Medical_robot.jpg/revision/latest?c
b=20140602041221
http://spectrum.ieee.org/automaton/robotics/military-robots/why-should-we-ban-autonomous-
weapons-to-survive

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• Legal services
11
• Guards
http://www.kurzweilai.net/will-ai-replace-judges-and-lawyers http://cdn.hiconsumption.com/wp-
content/uploads/2014/11/K5-Security-
Guard-Robot-3.jpg
https://www.ald.softbankrobotics.com/
en/download/media/?id=1063&v=ld
• Information provision
in service industries

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• Households
12
http://www.roboticstrends.com/images/photos/xiaomi-mi-robot-vacuum.jpg
https://www.samsung.com/au/family-hub-refrigerator/

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• Households
13
http://www.verifyrecruitment.com/blog/wp-content/uploads/2018/02/IOT-Smart-Home.png

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• Gardens
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• Swimming pools
https://allpools.net/wp-content/uploads/2017/08/2-Various-Types-of-Pool-Cleaners.jpg
https://hgcdn82.azureedge.net/qs_h=720&crop=1&w=720&ver=00000000T00
0000&hcsh=292EF7F8BB3804096DCBD1044248BDCA0DBFCF8E/_$$_/med
ia/damroot/husqvarna/garden%20lawnmowers%20and%20ride-
on%20mowers/robotic%20lawnmowers/action/h350-02xx/h350-0236.ashx

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• Journalism
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• Social media chatbots

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• Search engines
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• E-commerce

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• Finance
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• Retail
http://static3.businessinsider.com/image/581cd80d46e27a2e008b4cf3-1920/fintech-
ecosystem-diagram.png
https://www.mark-up.it/wp-content/uploads/sites/3/2016/03/60273bf8cee75ed9a721e642cda0c43e.jpg

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• Wearable technology
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• Implantable technology
http://www.crewtoo.com/wp-content/uploads/2015/08/technology.jpg
https://2wpb9mpgou83870m43d4f7bp-wpengine.netdna-ssl.com/wp-
content/uploads/2017/08/Applications-of-implantable-medical-devices-s.png

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• Human microchip implants
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https://static.independent.co.uk/s3fs-
public/thumbnails/image/2017/04/06/15/an119077210epa0
5887654-a-pi.jpg
https://am14.akamaized.net/med/cnt/uploads/2017/04/2015-02-26-YouTube-
Microchip-768x432.jpg
https://images0.persgroep.net/rcs/RMK
m0FTwBlXgGqtXjB0rmA2V59I/diocont
ent/109189031/_crop/1/225/899/509/_f
itwidth/763?appId=2dc96dd3f167e919
913d808324cbfeb2&quality=0.8

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What about tourism and
hospitality?
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• Hotels
22
https://www.regalhotel.com/uploads/ricwc/prom
otion/room/720x475/Mobile_key.jpg
http://digieva.net/#features
https://media-cdn.tripadvisor.com/media/photo-s/09/48/07/4f/premier-inn-
london-hanger.jpg

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• Hotels
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http://www.h-n-h.jp/assets/images/facility_img_01.jpg
http://www.mirror.co.uk/news/uk-news/futuristic-
hotel-thats-like-robotic-6449905
https://www.hartrobotics.com/wp
-content/uploads/2016/01/relay-
specifications-1.jpg

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• Restaurants
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Photo credit: Stanislav Ivanov
https://naulo.com.np/static/base/images/ginger_robot_waiting_at_kitchen.jpg

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• Restaurants
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• Restaurants
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https://amazing.zone/fotosblog/max/drone_q_entrega_pizzas.jpg https://cdn.winsightmedia.com/platform/files/public/2018-09/background/spyce-restaurant_1536600954.jpg

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• Meetings and events /
Telepresence
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https://www.bizbash.com/mobile-telepresence-new-systems-allow-users-participate-
meetings-events-afar/gallery/123291
• Meetings and events / Bars
https://www.bizbash.com/bartender-makr-shakr-bartender-social-sharing-alcohol-
consumption-monitor/gallery/123237

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• Theme and amusement
parks
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• Travel agencies and tourist information
centres

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• Airports and other transportation centres
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https://imagesvc.timeincapp.com/v3/mm/image?url=https%3A%2F%2Fcdn-
image.travelandleisure.com%2Fsites%2Fdefault%2Ffiles%2Fstyles%2F1600x1000%2Fpublic%2Fthales
0615-security.jpg
https://www.qrcodepress.com/wp-content/uploads/2014/03/mobile-
wallet-qr-codes-tickets.jpg

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• Museums and galleries
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https://www.nytimes.com/2017/03/14/arts/design/museums-experiment-with-robots-as-
guides.html?_r=0
https://www.vrlife.news/wp-content/uploads/2016/05/drawntothefuture_c_agnese_sanvito_1.jpg

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• Digital assistants
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• Chatbots
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https://media.licdn.com/media/AAEAAQAAAAAAAAi_AAAAJDgwY2M1ZTMzLTM2ZTUtNDNhOC1hMDZkLWI5YWZmZDQ4MWE5Ng.png

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• Car rental
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http://www.zipcar.com/how

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What do robots, artificial
intelligence and automation
technologies mean for tourism and
hospitality education?
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What do RAIA mean for tourism and hospitality
education?
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DEMAND SUPPLY
EDUCATIONAL
PROCESS

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Demand for tourism and hospitality programmes
• Demand for tourism and hospitality programmes is derived demand
> it depends on the demand for employees by tourism and hospitality
companies, which, on the other hand, depends on the demand for
their services.
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StudentsTourists Tourism and hospitality companies
Demand
for TH
services
Demand
for TH
employees
Perceived
career
prospects
Demand
for TH
programs
Demand
for RAIA
Employees
RAIA
Demand for tourism and hospitality programmes

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How would RAIA technologies
change the demand for tourism
and hospitality employees?
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Customers
Tourist company’s value chain
• Marketing
• Operations
• Facilities design and management
• Human resource management
• Financial management
• Supply chain management
Other tourist companies
Servicequality
Image
Overview of RAIA technologies’ impacts on tourist
companies

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How do RAIA change the demand for TH employees?
Key directions:
• Changes in the number of employees
• Changes in the required skills of employees
• Changes in the available jobs positions
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Impacts of RAIA technologies on human resource
management in TH
• RAIA would save employees’ time from performing tedious and
repetitive tasks, which they could use for other more creative and
revenue generating activities.
• RAIA would solve some the problems with hiring and firing of
employees, especially seasonal ones.
• Creation of new jobs and increased number of employees dealing
with analytics, RAIA-mediated (-enhanced) user experience, robot
maintenance, emotional labour.
• Sometimes RAIA would require reorganisation of companies – new
departments, job positions, communication links between them.
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management in TH
• Significant decline in the number of available entry-level job
positions that could be automated (receptionist, bell boy,
housekeeper, waiter, cook, busser, dishwasher, cleaner, driver) >
decreased work opportunities for people with lower education or
students looking for part-time jobs.
• Initially enhancing, but later replacing the employees
• Zero-employee completely automated properties
• Resistance of employees – perceive RAIA as threat for their job
positions
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management in TH
• Changes in the required skills of employees
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Source: World Economic Forum (2018) Future of jobs report. WEF.
World Economic Forum 2022 Skills Outlook

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Impacts of RAIA technologies on marketing in TH
• Division of tourism / hospitality companies into two main large
groups – ‘high-tech’ vs ‘high-touch’ companies with various shades of
gray in between them
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In the future, RAIA technologies:
→ will decrease the demand for entry-level TH
employees, and
→ will increase the demand for employees with
higher-level skills,
leading to:
→ fewer entry-level career opportunities for
students,
→ making entry into the industry without a degree
more difficult.
45

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However, many of the job positions would not
require a Tourism/Hospitality degree but a degree in
other fields like Software Engineering, Robotics,
Data Analytics, Marketing or Robot Repair.
46

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Therefore:
Demand for Tourism/Hospitality
programmes in their current forms will
decrease!
47

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What should universities do?
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• Proactive approach in changing the educational process: action
rather than reaction
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• The 8 Ps of educational marketing mix
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Programmes
Premises
People
Processes
Price
Place
Promotion
Participants

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Programmes
• Introduction of real life-long learning and skills-based nanodegrees,
that are recognised by governments
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https://coderseye.com/wp-content/uploads/udacity-nanodegrees-overview.jpg

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Programmes
• Introduction of robotics and AI in tourism / hospitality programmes’
curriculum
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Status
Compulsory Optional
Type General focus module Compulsory general
robotics / AI module
Optional general
robotics / AI module
Specialised module Compulsory module on
robotics / AI in tourism
and hospitality
Optional module on
robotics / AI in tourism
and hospitality
No separate module One or more lectures with existing modules

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Programmes
• Introduction of robotics and AI in tourism / hospitality programmes’
curriculum
▫ Currently no university has incorporated robotics / AI as a compulsory
module in the curricula of tourism / hospitality programmes
▫ Robotics and AI receive limited attention and are discussed in modules
on tourism / hospitality technology, Introduction to tourism and
hospitality or similar modules
▫ Robonomics was introduced as an university-wide elective module at
Varna University of Management in 2017-18 academic year with mixed
results
53

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Programmes
• Amendment of modules content and assessment strategies with focus
on the key skills to be on demand in the future:
▫ Data analytics
▫ Innovation and creativity
▫ Critical thinking
▫ Complex problem solving
▫ Emotional intelligence
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People
• Tourism and hospitality lecturers should have training in robotics
and AI
▫ Tourism and hospitality lecturers should attend courses in robotics and
AI to gain, update and upgrade their knowledge and skills in the field.
▫ They do not need to be experts in robotics / AI, but to be able to ‘speak
their language’ and understand their implications for tourism /
hospitality
▫ Specialised courses on robotics / AI organised by the universities or
MOOCs
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People
• Robotics / AI lecturers and/or industry professionals as (guest)
lecturers in tourism and hospitality programmes:
▫ Emphasis on the application rather than development of robotics / AI
▫ Teaching teams consisting of robotics / AI and tourism / hospitality
lecturers
56

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Process
• Massive introduction of online
degrees and courses:
▫ Moving towards online delivery of
most courses, except for those that
require practical skills
▫ Allows real-time tracking of
student participation and progress
▫ Allows adaptation of students’
learning according to their unique
strengths and progress
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https://www.aleks.com/highered

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Processes
• Incorporation of robotics / AI in teaching:
▫ Practical training of students how to use robotics in tourism / hospitality
setting
▫ Using robotics / AI in teaching > robotic teaching assistant,
edutainment, university ambassadors, student research projects
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Source: https://3e7e6c34hre53ebyea38hmr6-wpengine.netdna-ssl.com/wp-content/uploads/2017/09/nao.png

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Processes
• Incorporation of robotics / AI in teaching:
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Source: https://www.bbc.com/news/technology-46060381

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Processes
• Incorporation of robotics / AI in module
assessment:
▫ Assignments on topics related to robotics /
AI in tourism / hospitality
▫ Practical assessment of students how to use
robotics in tourism / hospitality setting
▫ Using AI for student assessment
(automated marking of assignments –
Professors’ dream!)
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Source: https://www.nytimes.com/2013/04/05/science/new-test-for-
computers-grading-essays-at-college-level.htm

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Processes
• Using predictive analytics to forecast tourism / hospitality students’
performance and identify the support they would need
61
Source: https://www.villanovau.com/resources/bi/predictive-analytics-higher-education

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Premises
• Use of smart technologies / Internet-of-things (Internet-of-everything)
• Develop robot-inclusive / robot-friendly facilities – physical barriers
(e.g. doors, doorsteps, stairs), presence of predetermined routes for
robot movement, use of (artificial) landmarks and sensors to help
robot navigation
62

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Supply of tourism and hospitality programmes
Price
• Low tuition fees for online delivered programmes
• High tuition fees for campus-based programmes due to higher
operating costs:
▫ RAIA solutions are expensive and not all universities can afford them
(>Robot-as-a-service, partnerships with robot manufacturers, joint
programmes between different departments in one university and
among different universities)
▫ Costs for training of lecturers, for hiring new staff
▫ Costs for adapting the educational facilities to be more robot-friendly /
robot-inclusive
▫ Insurance costs (for damages on and by the robot)
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Supply of tourism and hospitality programmes
Participants
• Scaling down of campuses – smaller number of students in tourism
and hospitality programmes due to the expected career perspectives
of graduates:
▫ The number of students in tourism / hospitality programmes in Bulgaria
decreased by over 15% during 2013-2016 period – from 10021 as of
Summer semester of 2012/13 academic year to 8473 as of Summer
semester of 2015/16 academic year and the tendency continues
• Scaling up of online courses – due to 24/7 availability, affordability,
nanodegrees, life-long learning, industry professionals, knowledge
and skills refreshment and upgrade
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Compiled by the author from https://www2.mon.bg/AdminUReg/html/reports.sp#

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Place
• Everywhere – availability of online courses not only via university’s
platform but other platforms as well
65

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Promotion
• Emphasis on labour market relevance of gained knowledge and
skills
• ‘High tech’ vs ‘High touch’ universities
• Chatbot vs Human communication
66

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Stratification of universities
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Stratification of universities
• Larger stratification of universities:
▫ Group 1: universities that actively
incorporate robotics and AI in their
tourism and hospitality programmes
▫ Group 2: universities that partially
incorporate robotics and AI in their
tourism and hospitality programmes
▫ Group 3: everyone else – a dying
species?
68
http://www.daily-
sun.com/assets/news_images/2017/10/07/77249640-dinosaur.jpg

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The success of tourism and hospitality
programmes depends on embracing
robotics, artificial intelligence and
automation technologies,
… but not at all cost, because …
69

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Universities need to weigh the financial and
non-financial costs and benefits of adopting
specific technologies and use only those
that are relevant for their operations and
improve students’ learning experience.
70

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Technology is a tool,
not a goal!
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Education 4.0 is about
people, not about
technology!
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Robots and AI have arrived and
are here to stay.
Prepare …
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https://nexttourismgeneration.eu

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69th AIEST Conference
Key facts:
• Dates: 25th-29th August 2019
• Organiser: Varna University of Management, Varna, Bulgaria
• Venue: Rosslyn Hotel Dimyat 4* (http://dimyat.rosslyn-hotels.com/)
• More information at: https://www.aiest.org/conference/conference-
2019-varna/
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THANK YOU FOR
THE ATTENTION!
QUESTIONS?
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Education 4.0: Tourism and Hospitality Education Convergence with Industry 4.0

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