“AI agents will be the new gatekeepers of loyalty, The question is no longer just ‘How do we win a customer’s heart?’ but ‘How do we win the trust of the algorithms that are advising them?’” – Professor Anil Bilgihan – Florida Atlantic University Business
Professor Anil Bilgihan: Academic and Research Profile
Professor Anil Bilgihan is a leading expert in services marketing and hospitality information systems at Florida Atlantic University’s College of Business, where he serves as a full Professor in the Marketing Department with a focus on Hospitality Management.1,2,4 He holds the prestigious Harry T. Mangurian Professorship and previously the Dean’s Distinguished Research Fellowship, recognizing his impactful work at the intersection of technology, consumer behavior, and the hospitality industry.2,3
Education and Early Career
Bilgihan earned his PhD in 2012 from the University of Central Florida’s Rosen College of Hospitality Management, specializing in Education/Hospitality Education Track.1,2 He holds an MS in Hospitality Information Management (2009) from the University of Delaware and a BS in Computer Technology and Information Systems (2007) from Bilkent University in Turkey.1,2,4 His technical foundation in computer systems laid the groundwork for his research in digital technologies applied to services.
Before joining FAU in 2013, he was a faculty member at The Ohio State University.2,4 At FAU, based in Fleming Hall Room 316 (Boca Raton), he teaches courses in hotel marketing and revenue management while directing research efforts.1,2
Research Contributions and Expertise
Bilgihan’s scholarship centers on how technology transforms hospitality and tourism, including e-commerce, user experience, digital marketing, online social interactions, and emerging tools like artificial intelligence (AI).2,3,4 With over 70 refereed journal articles, 80 conference proceedings, an h-index of 38, and i10-index of 68—resulting in more than 18,000 citations—he is a prolific influencer in the field.2,4,7
Key recent publications highlight his forward-looking focus on generative AI:
- Co-authored a 2025 framework for generative AI in hospitality and tourism research (Journal of Hospitality and Tourism Research).1
- Developed a 2025 systematic review on AI awareness and employee outcomes in hospitality (International Journal of Hospitality Management).1
- Explored generative AI’s implications for academic research in tourism and hospitality (2024, Tourism Economics).1
Earlier works include agent-based modeling for eWOM strategies (2021), AI assessment frameworks for hospitality (2021), and online community building for brands (2018).1 His research appears in top journals such as Tourism Management, International Journal of Hospitality Management, Computers in Human Behavior, and Journal of Service Management.2,4
Bilgihan co-authored the textbook Hospitality Information Technology: Learning How to Use It, widely used in the field.2,4 He serves on editorial boards (e.g., International Journal of Contemporary Hospitality Management), as associate editor of Psychology & Marketing, and co-editor of Journal of International Hospitality Management.2
Awards and Leadership Roles
Recognized with the Cisco Extensive Research Award, FAU Scholar of the Year Award, and Highly Commended Award from the Emerald/EFMD Outstanding Doctoral Research Awards.2,4 He contributes to FAU’s Behavioral Insights Lab, developing AI-digital marketing frameworks for customer satisfaction, and the Center for Services Marketing.3,5
Leading Theorists in Hospitality Technology and AI
Bilgihan’s work builds on foundational theorists in services marketing, technology adoption, and AI in hospitality. Key figures include:
- Jill Kandampully (co-author on brand communities, 2018): Pioneer in services marketing and customer loyalty; her relational co-creation theory emphasizes technology’s role in value exchange (Journal of Hospitality and Tourism Technology).1
- Peter Ricci (frequent collaborator): Expert in hospitality revenue management and digital strategies; advances real-time data analytics for tourism marketing.1,5
- Ye Zhang (collaborator): Focuses on agent-based modeling and social media’s impact on travel; extends motivation theories for accessibility in tourism.1
- Fred Davis (Technology Acceptance Model, TAM, 1989): Core influence on Bilgihan’s user experience research; TAM explains technology adoption via perceived usefulness and ease-of-use, widely applied in hospitality e-commerce.2 (Inferred from Bilgihan’s tech adoption focus.)
- Viswanath Venkatesh (Unified Theory of Acceptance and Use of Technology, UTAUT, 2003): Builds on TAM for AI and digital tools; Bilgihan’s AI frameworks align with UTAUT’s performance expectancy in service contexts.3 (Inferred from AI decision-making emphasis.)
- Ming-Hui Huang and Roland T. Rust: Leaders in AI-service research; their “AI substitution” framework (2018) informs Bilgihan’s hospitality AI assessments, predicting AI’s role in frontline service transformation.1 (Directly cited in Bilgihan’s 2021 AI paper.)
These theorists provide the theoretical backbone for Bilgihan’s empirical frameworks, bridging behavioral economics, information systems, and hospitality operations amid digital disruption.1,2,3,4
References
1. https://business.fau.edu/faculty-research/faculty-profiles/profile/abilgihan.php
2. https://www.madintel.com/team/anil-bilgihan
3. https://business.fau.edu/centers/behavioral-insights-lab/meet-behavioral-insights-experts/
4. https://sites.google.com/view/anil-bilgihan/
5. https://business.fau.edu/centers/center-for-services-marketing/center-faculty/
6. https://business.fau.edu/departments/marketing/hospitality-management/meet-faculty/
7. https://scholar.google.com/citations?user=5pXa3OAAAAAJ&hl=en








































