A lecturer from the Department of Management at the Faculty of Economics and Business, University of Bengkulu, Fachri Eka Saputra, who is currently pursuing his PhD at Bournemouth University, has achieved a prestigious international accolade. His research paper, titled Anthropomorphism-based Artificial Intelligence (AI) Robots Typology in Hospitality and Tourism, has won the esteemed IFITT (International Federation for IT and Travel & Tourism) Award in 2025. This award recognizes individuals who have made significant contributions to the eTourism research field and technological advancements in the travel and tourism industry. The recognition highlights the lecturer’s dedication to advancing research in artificial intelligence and its role in hospitality and tourism.
The award-winning paper was published in the Journal of Hospitality and Tourism Technology and was co-authored with distinguished scholars from Bournemouth University’s Business School: Professor Dimitrios Buhalis, Dr. Marcjanna M. Augustyn, and Dr. Stefanos Marangos. The research explores the typology of AI-powered anthropomorphic robots and their applications in the hospitality and tourism industry, shedding light on their impact on customer experiences, service automation, and operational efficiency. The study’s innovative approach contributes to the broader understanding of how AI-driven solutions can transform service interactions in the tourism sector.
Each year, IFITT honors researchers, destination marketing organizations (DMOs), and businesses that drive innovation in travel and tourism through technology. Winning this award solidifies the lecturer’s role as a prominent researcher in the field of eTourism and underscores the importance of his study in shaping future AI implementations in the hospitality industry. This achievement not only brings international recognition to his work but also elevates the academic reputation of the University of Bengkulu in the global research community.
