Artificial Intelligence-Driven Strategic Planning for Enhancing Sustainable Competitive Advantage in the Hospitality Industry
A Systematic Literature Review
Abstract
Abstract: The rapid advancement of Artificial Intelligence (AI) has fundamentally transformed the way organizations formulate strategies, make decisions, and achieve sustainable competitive advantage. In the hospitality industry, increasing market competition, changing customer expectations, and accelerated digital transformation have encouraged organizations to integrate AI into strategic planning processes to improve organizational agility, service innovation, and long-term competitiveness. Although previous studies have extensively examined AI applications in operational efficiency, customer experience, and service automation, limited research has comprehensively synthesized AI as a strategic capability that links strategic planning with sustainable competitive advantage in the hospitality context. Therefore, this study aims to systematically review the existing literature to analyze the role of Artificial Intelligence-driven strategic planning in enhancing sustainable competitive advantage within the hospitality industry. This study adopts a qualitative approach using the Systematic Literature Review (SLR) method, following a structured process of literature identification, screening, eligibility assessment, and thematic synthesis of peer-reviewed articles retrieved from reputable academic databases. The findings indicate that AI supports strategic planning by strengthening environmental scanning, improving strategic decision-making, enabling predictive analytics, enhancing customer personalization, optimizing operational efficiency, and fostering organizational adaptability. Furthermore, the integration of AI with Dynamic Capabilities facilitates continuous innovation and value creation, enabling hospitality organizations to maintain long-term competitive advantage in an increasingly dynamic business environment. This study contributes to the strategic management literature by providing a comprehensive conceptual synthesis of AI-driven strategic planning and offers practical insights for hospitality managers seeking to leverage AI as a strategic capability for sustainable organizational performance.
Keywords: Artificial Intelligence, Strategic Planning, Sustainable Competitive Advantage, Hospitality Industry, Systematic Literature Review.
