Pabna University of Science and Technology

Abstract

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Purpose: The study’s objective is to assess the challenges and opportunities of the Fourth Industrial Revolution (4IR) in the tourism and hospitality (TH) industry in Bangladesh. Methodology: This exploratory research is designed based on primary and secondary data. A mixed method is used to conduct this research. Findings: The study found that hotels, tourism destinations, and resorts in Bangladesh are adopting disruptive technologies of the 4IR. In Bangladesh, 34.29 percent of TH stakeholders use 3D printing, 5.71 percent use autonomous robots, 17.14 percent use artificial intelligence (AI), 45.71 percent use virtual reality (VR), 11.43 percent use augmented reality (AR), 51.43 percent use cloud computing and 74.29 percent use biotechnology. Moreover, it was found that the majority of TH stakeholders, i.e., 88.57 percent, are using IoT for various purposes, including security surveillance, marketing campaigns, self-control of room environments via smart transport systems, improving customer services, monitoring occupancy, Wi-Fi control, order taking, and monitoring the entire hotel. This study identifies the challenges of 4IR in the TH industry of Bangladesh and categorizes them into three levels. This study also reveals various opportunities for Industry 4.0 in Bangladesh's TH industry, which are divided into three groups. Practical Implications: The study suggests that policymakers and practitioners should consider these challenges and opportunities when designing future courses of action for this industry. Originality: This study assesses the present scenario of the application of disruptive digital technologies in Bangladesh's TH industry and reveals the challenges and opportunities of the TH industry for 4IR.