ARTIFICIAL INTELLIGENCE

“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