Previous conference · GLOTECH 2026

GLOTECH 2026 · San Diego

September 18 to 21, 2026 · Hybrid · San Diego State University, with online sessions on September 21. Theme: Shaping the Future of Hospitality and Tourism Through AI and Technology.

47papers in the program

20+countries represented

13keynote speakers and panelists

28countries on the review committee

About

AI and tech in hospitality and tourism

The Global Conference on Technology and AI in Hospitality and Tourism (GLOTECH) is a peer-reviewed academic conference that brings together scholars, industry leaders and innovators to explore how artificial intelligence and emerging technologies are changing hospitality and tourism. Through research presentations, panel discussions and networking, it builds collaboration between academia and industry.

GLOTECH 2026 was held in a hybrid format. The in-person days took place at San Diego State University, hosted with the L. Robert Payne School of Hospitality and Tourism Management, and the online sessions ran on Zoom.

Organized by Virscend University (Irvine, California) and the Association of Global Educators. Supported by the Journal of Hospitality and Tourism Technology and the IFITT North America Chapter.

Leadership

Conference chairs

Prof. Cihan CobanogluConference Chair · JHTT Editor-in-Chief, Provost, Virscend University

Prof. Carl H. WinstonConference Chair · Director, Payne School of Hospitality & Tourism Management, San Diego State University

Dr. Faizan AliResearch Chair · University of Galway

Dr. Bendegul OkumusResearch Chair · University of South Carolina

September 18 to 21, 2026 · Pacific time

Program

Three in-person days at San Diego State University and one day of online sessions. Open a day to see its sessions.

Friday, September 18 · Pre-conference daySDSU Adams Humanities Building, 5500 Campanile Dr, San Diego

Arrival
Arrival in San Diego
Delegates arrive and check in ahead of the opening day.
1:00 pm to 5:00 pm
Pre-conference workshop
AI-Enhanced Instructional Design
Speaker: Prof. Cihan Cobanoglu · Room AH 4131

Saturday, September 19 · Conference day 1SDSU Adams Humanities Building, Room AH 2108

8:00 am to 5:00 pm
Registration
8:30 am to 10:00 am
Session 1.1
Session chair: Dr. Luana Nanu · 15 minutes per paper
- AI, Human Collaboration, and Tourism Education: Local Context as a Pedagogical Lens in Azerbaijan
  Melih Madanoglu, Emin Ənvəroglu Quliyev
- Rethinking Humanoid Robot Deployment in Hospitality: A Multidimensional Fit Framework
  Chang (Evita) Ma, Luana Nanu, Mihai Bote, Peng Chen
- Algorithmic Visibility and Localized Hospitality: Cultural Boundaries of Sustainable Tourism in the Case of Norden Camp
  Xiaoying Gan
- Simulating and Enhancing Grand Canal Narratives for Global Tourism: Using AI as a Cultural Diplomat
  Huanzhou Zhang, Zhenxing Mao
10:00 am to 10:30 am
Coffee break
10:30 am to 10:45 am
Opening ceremony
Welcoming remarks
10:45 am to 12:00 pm
Keynote session 1
Teaching in the Age of AI: Rethinking Hospitality Education for an AI-Native Industry
Speaker: Ira Vouk
12:00 pm to 1:00 pm
Lunch and networking
1:30 pm to 2:45 pm
Keynote panel 1
Robots, AI, and the New Service Encounter: Who's Serving Whom?
Moderator: Mihai Bote · Panelists: Dr. Lisa Cain, Prof. Mehmet Ergul, Dr. Eda Alphan
3:00 pm to 5:00 pm
Session 1.2
Session chair: Dr. Eda Alphan · 15 minutes per paper
- Adopting the Rule Is Not Adopting the Capability: Platform Data Mandates, Automated Enforcement, and Municipal Regulation of Short-Term Rentals
  Yagiz "Peter" Bulbul, Syed Haider Ali Shah
- How AI-Driven Transparency Translates Perceived Green Production Into Sustainable Tourist Behavior
  Phan Dinh Nguyen
- Biting into the Unknown: The Role of Information in Consumer Acceptance of 3D-Printed Food
  Eda Alphan, Aylin Güven Hamurişci
- Towards a Readiness Framework for Responsible AI Adoption in Tourism and Hospitality Human Resource Management
  Maria Brás, Paulo Carrasco, Hugo Palácios
5:30 pm to 7:30 pm
Welcome reception
Hosted dinner and networking at Eureka! San Diego (SDSU), 5140 College Avenue, Suite 111

Sunday, September 20 · Conference day 2SDSU Adams Humanities Building, Room AH 2108

8:30 am to 10:00 am
Session 2.1
Session chair: Dr. Chang (Evita) Ma · 15 minutes per paper
- Organizational Care or Containment? AI Counseling, Responsibility Displacement, and Employee Voice and Wellbeing in Hospitality Work
  Chang (Evita) Ma, Jieyu (Jade) Shi
- Creating Tourism Value in eSports Destinations: Meaning, Immersion, and Attachment
  Babar Zaheer Udden, Asif Khan
- From Representation to Generation: Rethinking Authenticity in Hospitality and Tourism in the Age of Generative AI
  Federico Mertoli, Carmela E. Schillaci
- AI-Enabled Smart Hotels: An Integrated Framework for Guest Experience, Operational Intelligence, and Sustainable Building Performance
  Ulaa Mansur
10:15 am to 11:30 am
Keynote panel 2
Curating the Perfect Stay: AI, Hyper-Personalization, and the Future of Luxury Guest Experience
Moderator: Dr. Betsy Stringam · Panelists: Prof. Wan Yang, Prof. Chris Cain, Dr. Luana Nanu
11:30 am to 12:30 pm
Lunch and networking
12:30 pm to 2:00 pm
Session 2.2
Session chair: Dr. Wan Yang · 15 minutes per paper
- Competing Digital Destination Images: Institutional Tourism Storytelling in Divided Cyprus and Its Implications for Generative AI and Future Tourism Communication
  Vasilis Papavasiliou
- A Multi-Layer Model of Customer Experience Management for Continuous Data Auditing
  Ganna Demydyuk, Waqas Ali
- What AI Competencies Do Future Professionals Need? Insights from Industry Practice
  Ye (Sandy) Shen, Sophie Sipes, Robert Huang, Mikel Reinhard
- Mindfulness in the Age of AI: When Routine Work Backfires in Hospitality
  Wan Yang, Patrick Lee, Yao-Chin Wang
- Watched by AI: How Algorithmic Surveillance Fuels Job Anxiety Among Hospitality Employees
  Brandy Whitford, Ece Omuris, Andrew Moreo, AJ Aluri, Seden Dogan
2:15 pm to 3:30 pm
Keynote panel 3
Agentic AI in Hospitality and Tourism: From Automation to Autonomous Decision-Making
Moderator: Prof. Sean D. Jasso · Panelists: Dr. Seden Dogan, Dr. Andrew Moreo, Dr. Chang (Evita) Ma
3:30 pm to 4:00 pm
Coffee break
4:00 pm to 5:30 pm
Session 2.3
Session chair: Dr. Elizabeth Stringam · 15 minutes per paper
- Preparing the Hospitality Workforce for AI: A Framework for Implementation
  Elizabeth Stringam
- A Revised AIDUA Model in Hospitality: Empirical Evidence From an AI Concierge Tool Under Development in Europe
  Ivett Pinke-Sziva
- Hospitality's Empathic Friend: How an Emotional Support AI Chatbot Can Be Used for Early Detection and Intervention for Employees' Psychological Distress
  Bonhak Koo, Soon Cho, Uibin Lee
- Digitally Driven Entrepreneurial Value Creation in Scotland's Restaurant SMEs: Exploring E-Commerce and Direct-to-Consumer Business
  Payal Payal
5:30 pm to 6:00 pm
Closing ceremony
Awards and recognition

Monday, September 21 · Online sessionsOnline via Zoom

6:00 am to 8:00 am
Online session 3.1
Session chair: Dr. Huiyue Ye · 20 minutes per paper
- From Technological Anxiety to Human-AI Collaboration: Reconstructing Human-Centered Competencies in Tourism and Hospitality Education
  Renshule Zhu, Huiyue Ye
- Decentralized Autonomous Tourism Organization: The Future of Community-Based Tourism With Blockchain Technology
  Thanakarn Bella Vongvisitsin, Manuel F. Morales-Contreras, Fatima Zahra Fakir
- Generative AI in Hotel Marketing: A Comparative Content Analysis of AI vs. Human-Created Content Across Indian Hotel Websites
  Bhuvanesh Kumar Sharma, Rani Rajput
- From Virtual Social Media Influencers to AI Influencers: Shaping the Future of Place Branding
  Konstantinos Digkas
- Developing AI-Ready Tourism Entrepreneurs: The Role of University Support and Psychological Capital in Hospitality and Tourism Education
  Muslim Amin, Wu Chen, Theresa Char Fei Ho, Siti Asmahlati Bolkini Ahmad, Qingxia Yang
- Digital Transformation and Gen Z's Sustainable Tourism Behavior: The Sequential Roles of Perceived Value and Destination Image
  Phan Tran Huy Hung, Phan Dinh Nguyen
9:00 am to 11:00 am
Online session 3.2
Session chair: Dr. Ali Sukru Cetinkaya · 20 minutes per paper
- Artificial Intelligence as an Enabler of Dynamic Capabilities: A Systematic Literature Review
  Ali Sukru Cetinkaya, Masoumeh Askarizadeh Kolsari
- Technological Features to Advocacy: The Role of Flow, Hedonic Motivation, and Experiential Satisfaction in Virtual Reality Museum Experiences
  Tuğçe Güleçyüz, Orhan Can Yılmazdoğan
- How AI Use Arrangements Shape Employee Well-Being in Hospitality: An Integrative Review
  Vadym Mozgovoy
- Balancing Benefits and Risks: A Multidimensional Valence-UTAUT2 Framework for Cryptocurrency Adoption in Hospitality and Tourism
  Linh Ha Le, Murat Hancer, Ahmet Bulent Ozturk, Tingting Zhang, Faizan Ali
- Human-Centered Event Recommendation Systems: A Systematic Literature Review of Personalization, Perceived Similarity, and Consumer Outcomes
  Fiona Antoinette Quarshie, Sudeshana Parimita Ghose, Cho Tin Tun Kirkpatrick
- AI Paradigm Shifts and Firm Performance: Evidence From the Transition to Generative and Agentic AI in the U.S. Hospitality and Travel Sector
  Gözde Türkmen Müldür
12:00 pm to 2:00 pm
Online session 3.3
Session chair: Dr. Cho Tin Tun Kirkpatrick · 20 minutes per paper
- From Word-of-Mouth to Word-of-Machine: Trust and Acceptance of AI-Generated Travel Recommendations
  Cathrine Linnes, Eirik Molvik Engen, Stian Bao Huynh, Stian Martinsen, Elias Wallin Saksæther, Giulio Ronzoni, Jerome Agrusa
- AI-Driven Workforce Transformation in Hospitality: A Framework for Human-AI Collaboration and Employee Compatibility
  Olasomi Aisha Labo-Popoola, Adewunmi Racheal Mbang
- From Segments to Signals: Machine Learning-Based Guest Sub-Segmentation for Real-Time Personalization in Hospitality
  Mina Aziz
- Generative AI Capabilities and Customer Delight in Smart Hotels and Resorts: Effects of Service Excellence and Technology Readiness
  Kazi Sirajum Munira
- Workforce Adoption of Industry 5.0 in Global Hotel Companies: Integrating TOE and TBL Perspectives
  Cho Tin Tun Kirkpatrick, Abdellah Saoualih

Keynote sessions and panels

Speakers and panelists

Ira VoukHospitality technology consultant, published author, speaker, educator · Founder, AI Hospitality Alliance

Prof. Wan YangJames A. Collins Distinguished Professor, Collins College of Hospitality Management, Cal Poly Pomona

Dr. Lisa CainAssociate Professor, Chaplin School of Hospitality and Tourism Management, Florida International University

Prof. Chris CainDirector of PGA Golf Management and Professor, University of Nevada Las Vegas

Prof. Mehmet ErgulProfessor and Interim Chair of Hospitality & Tourism Management, San Francisco State University

Dr. Luana NanuAssistant Professor, School of Hospitality and Sport Management, University of South Florida

Mihai BoteChief Data and AI Officer, Certified Hospitality Technology Professional, Founder of Confido Robotics

Dr. Eda AlphanAssistant Professor, School of Hospitality and Sport Management, Muma College of Business, University of South Florida

Prof. Betsy StringamProfessor of Hotels and Resorts, New Mexico State University

Dr. Seden DoganAssistant Professor of Instruction, School of Hospitality and Sport Management, Muma College of Business, University of South Florida

Dr. Andrew MoreoAssociate Professor, Chaplin School of Hospitality and Tourism Management, Florida International University

Dr. Chang (Evita) MaAssistant Professor, School of Hospitality and Tourism Management, University of South Carolina

Prof. Sean D. JassoProfessor and Founding Faculty, Virscend University

September 18, 2026 · 1:00 to 5:00 pm

Pre-conference workshop: AI-Enhanced Instructional Design

San Diego State University, Adams Humanities Building, Room AH 4131

A hands-on workshop led by Prof. Cihan Cobanoglu that walked faculty through a complete AI toolkit, including NotebookLM, Claude and HeyGen, to turn course content into micro-videos, podcasts, auto-generated assessments and LMS-ready modules. No coding, technical background or paid subscriptions were needed.

Restructure existing course content into an AI-powered learning design
Create short micro-videos featuring yourself, without a camera crew
Turn course material into podcast episodes
Generate quizzes, tests and grading rubrics from your content
Build a complete syllabus with learning objectives and outcomes
Deploy the finished course into Canvas, Blackboard or Moodle

Call for papers 2026

Conference topics

GLOTECH 2026 invited full papers (up to 6,000 words), extended abstracts (up to 1,500 words) and work-in-progress abstracts (500 to 1,000 words). All submissions went through double-blind peer review.

Artificial Intelligence and Generative AI in Hospitality and Tourism

AI-powered personalization and guest experience
Generative AI applications in marketing, content creation, and customer engagement
AI-driven revenue management and pricing strategies
Chatbots, virtual assistants, and conversational AI in customer service
AI ethics, bias, and responsible AI use in hospitality
AI's impact on job roles and workforce transformation in tourism

Robotics and Automation in Service Industries

The role of robots in hotels, restaurants, and cruise lines
Service automation and operational efficiency
Human-robot interactions in hospitality settings
The future of autonomous travel and mobility solutions

Sustainable and Ethical Technology in Hospitality and Tourism

AI's role in promoting sustainable tourism practices
Technology-driven solutions for carbon footprint reduction
Ethical implications of AI and automation in hospitality
Smart sustainability solutions for hotels, airlines, and event management

Digital Innovation and Smart Tourism

Digital transformation in hotels, airlines, restaurants, and destinations
Smart cities and smart tourism destinations
Internet of Things (IoT) in hospitality operations
Wearable technology and its impact on guest experience
5G and connectivity in enhancing travel and tourism experiences

Blockchain, Cybersecurity, and Data Privacy

Blockchain applications in travel security, loyalty programs, and payments
Cybersecurity challenges in the digital hospitality ecosystem
Privacy concerns in AI-driven personalized services
Ethical considerations in consumer data collection and AI applications

The Future of Work in Hospitality and Tourism

Digital skills and workforce transformation in the age of AI
AI-driven HR management and employee experience
Remote work and virtual collaboration in tourism and hospitality businesses
Gig economy and platform-based tourism services

Big Data, Analytics, and Decision-Making

Data-driven decision-making in hospitality management
Predictive analytics for customer behavior and market trends
Personalization and recommendation systems using Big Data
Business intelligence and performance analytics in tourism
Challenges of data governance and cybersecurity in the hospitality sector

Virtual Reality (VR), Augmented Reality (AR), and the Metaverse

Immersive experiences for tourists and travelers
AR-powered in-room entertainment and travel guides
Metaverse applications in hospitality and tourism marketing
The role of digital twins in destination management

Innovation in Hospitality and Tourism

Disruptive technologies reshaping the travel experience
Emerging business models driven by technology
Open innovation and co-creation in the tourism industry
Case studies on successful technology-driven innovations
The role of startups and entrepreneurs in hospitality tech

Publication options

One-page abstracts in the GLOTECH Conference Proceedings
Full papers in the open access book Advances in Hospitality and Tourism Technology (ISBN)
Best papers fast-tracked to a supporting journal of the author's choice (subject to the journal's own review)
No publication

Key dates and fees

Jul 31, 2026Early registration deadline
Sep 1, 2026Abstract and paper submission deadline (rolling acceptance)
Sep 18 to 21Conference

Registration: face to face $395 early, $495 regular; students $295 early, $395 regular; online $195 early, $295 regular.

Experts from 28 countries

Scientific and Paper Review Committee

Dr. Siti Intan Nurdiana Wong Abdullah, Senior Lecturer, Nottingham Trent University, United Kingdom

Dr. José Luís Abrantes, Associate Professor, Polytechnic University of Viseu, Portugal

Dr. Gautam Agrawal, Associate Professor, GD Goenka University, India

Dr. Eda Alphan, Assistant Professor of Instruction, University of South Florida, United States of America

Dr. Ozlem Ari, Lecturer, Balikesir University, Türkiye

Dr. Eda Avcı, Associate Professor, Dokuz Eylul University, Türkiye

Dr. Nancy Grace Baah, Postdoctoral Fellow, The Hong Kong Polytechnic University, Hong Kong (S.A.R.)

Dr. Matej Balen, Assistant Dean, Mae Fah Luang University, Thailand

Dr. Roberto Burgueño-Romero, Research Professor, Universidad Autónoma de Baja California, Mexico

Dr. Kemal Büyükgüzel, Professor, Zonguldak Bülent Ecevit University, Türkiye

Dr. António Caleiro, Associate Professor, Universidade de Évora, Portugal

Dr. Jennifer Kim Lian Chan, Professor, Universiti Malaysia Sabah, Malaysia

Dr. Yuen Onn Choong, Associate Professor, Universiti Tunku Abdul Rahman, Malaysia

Dr. Hui Wen "Stephanie" Chuah, Senior Lecturer, National University of Malaysia, Malaysia

Dr. Beykan Cizel, Professor, Akdeniz University, Türkiye

Dr. Thi Mai Doan Thuc Do, Dean, Thai Binh Duong University, Vietnam

Dr. Behzad Foroughi, Associate Professor, I-Shou University, Taiwan

Dr. Huicai Gao, Senior Lecturer, Hong Kong Metropolitan University, China

Dr. Hengky Sumisto Halim, Associate Professor, Prasetiya Mandiri Maritime Institute, Indonesia

Dr. Seyedasaad Hosseini, Research Professor, University of Malaga, Spain

Dr. Supachart Iamratanakul, Assistant Professor, King Mongkut University of Technology Thonburi, Thailand

Dr. Deniz Karagöz, Professor, Anadolu Universitesi, Türkiye

Dr. Haemi Kim, Assistant Professor, The University of Alabama, United States of America

Dr. Nader Kourdi Sarjaz, Assistant Professor, Pishtazan Higher Education Institute, Iran

Dr. Amit Kumar, Assistant Professor, Central University of Haryana, India

Dr. Derrick Lee, Senior Lecturer, Republic Polytechnic, Singapore

Dr. Samuel Lee, Assistant Professor, University of Nevada Las Vegas, United States of America

Dr. Yizhi "Ian" Li, Assistant Professor, University of New Orleans, United States of America

Dr. Yiqiong "Lucie" Liang, Senior Lecturer, Hong Kong Metropolitan University, Hong Kong (S.A.R.)

Dr. José Ángel López Sánchez, Associate Professor, Universidad de Extremadura, Spain

Dr. Anabela Monteiro, Assistant Professor, Universidade Europeia, Portugal

Dr. Mohammad Musa, Associate Professor, Xi'an Eurasia University, China

Dr. Nikola Naumov, Assistant Professor, Higher Colleges of Technology, United Arab Emirates

Dr. Pui Yee "Purrie" Ng, Associate Professor, Beijing Normal University Hong Kong Baptist University, China

Dr. Job Nmadu, Professor, Federal University of Technology, Nigeria

Dr. Julia Marti Ochoa, Assistant Professor, Universitat de Lleida, Spain

Dr. Bendegul Okumus, Associate Professor, University of Central Florida, United States of America

Dr. Alicia Orea-Giner, Associate Professor, Rey Juan Carlos University, Spain

Dr. Gözde Özdemir Ucgun, Assistant Professor, Istanbul Aydın University, Türkiye

Dr. Neslihan Paker, Associate Professor, Izmir Kavram Vocational School, Türkiye

Dr. Lemonia Papadopoulou-Kelidou, Instructor, City College University of York Europe Campus, Greece

Dr. Rita Peres, Professor, Estoril Higher Institute for Tourism and Hotel Studies, Portugal

Dr. Juho Pesonen, Professor, University of Eastern Finland, Finland

Dr. Ivo Pezzuto, Associate Professor, International School of Management of Paris, France

Dr. Yashwant Singh Rawal, Professor, Amity University Rajasthan, India

Dr. Sonia Rosete Blandariz, Associate Professor, Universidad Estatal del Sur de Manabí, Ecuador

Dr. Hiran Roy, Associate Professor, Canadian University Dubai, United Arab Emirates

Dr. Lilibeth Sabillano, Associate Professor, Trinity University of Asia, Philippines

Dr. Mehmet Altug Sahin, Assistant Professor, Istanbul University, Türkiye

Dr. Halim Budi Santoso, Associate Professor, Universitas Kristen Duta Wacana, Indonesia

Dr. Ferhan K. Şengür, Professor, Eskisehir Technical University, Türkiye

Dr. Syed Aamir Ali Shah, Assistant Professor, Sukkur IBA University, Pakistan

Dr. Savita Sodhi, Assistant Professor, Fostiima Business School, India

Dr. Li Sun, Associate Professor, Qingdao Hengxing University of Science and Technology, China

Dr. Asli Togan, Assistant Professor, Kadir Has University, Türkiye

Dr. Gozde Turktarhan, Senior Lecturer, University of Chester, United Kingdom

Dr. Faiz Izwan Anuar, Associate Professor, Universiti Teknologi MARA, Malaysia

Dr. Yawei Wang, Associate Professor, Montclair State University, United States of America

Dr. Giun-ting Yeh, Assistant Professor, Tainan University of Technology, Taiwan

Dr. Sook Fern Yeo, Assistant Professor, Multimedia University, Malaysia

Dr. Burcu Selin Yilmaz, Professor, Dokuz Eylül University, Türkiye

Venue

San Diego State University

Adams Humanities Building, L. Robert Payne School of Hospitality and Tourism Management, 5500 Campanile Drive, San Diego, CA 92182. Conference room AH 2108; workshop room AH 4131.

Founded in 1897, SDSU is one of the oldest and largest universities in California and a member of the California State University system.

Getting there

Trolley: the MTS Green Line runs from downtown (Santa Fe Depot or America Plaza) eastbound toward El Cajon to the SDSU Transit Center, right on campus. About 20 to 30 minutes, every 15 minutes.

Bus: MTS Route 11 connects downtown and campus.

Parking: nearest public parking at Trader Joe's, 5140 College Ave, first 45 minutes free.

Airports: San Diego International (a few miles from downtown); Tijuana International through the Cross Border Xpress; Los Angeles International.

Hotels near SDSU

Lamplighter Inn & Suites at SDSU6 min to SDSU6474 El Cajon Blvd, San Diego, CA 92115 · (619) 582-3088Closest hotel to the venue, within walking distance. Complimentary breakfast and free parking.

San Diego Marriott Mission Valley10 min to SDSU8757 Rio San Diego Dr, San Diego, CA 92108 · (619) 692-3800Full-service hotel with dining, bar and pool, near the trolley. Venue of GLOTECH 2027.

Lafayette Hotel10 min to SDSU2223 El Cajon Blvd, San Diego, CA 92104 · (619) 296-2101Michelin Key boutique hotel with retro design, dining, pool and bar.

Homewood Suites by Hilton Mission Valley/Zoo8 min to SDSU445 Camino del Rio S, San Diego, CA 92108 · (619) 260-0600Suites with full kitchens and complimentary breakfast.

Courtyard by Marriott Mission Valley/Hotel Circle10 min to SDSU595 Hotel Circle S, San Diego, CA 92108 · (619) 291-5720Convenient location with easy freeway access.

Hilton San Diego Mission Valley8 min to SDSU901 Camino del Rio S, San Diego, CA 92108 · (619) 543-9000Full-service Hilton with pool and fitness center.

Hampton Inn San Diego Mission Valley9 min to SDSU2151 Hotel Circle S, San Diego, CA 92108 · (619) 295-7600Complimentary hot breakfast, near dining and shopping.

Fast-track publication