Navigating the Digital Transformation: Unveiling Industry 4.0 Challenges and Preparing for Industry 5.0

Abstract

This chapter delves into the intricate relationship between Industry 4.0 and the Indian tourism workforce, with a specific focus on faculty and student perceptions. Tourism is an important economic contributor in India, and this study explores how Industry 4.0, characterized by digital, physical, and biological convergence, impacts a sector recovering from the profound disruption caused by COVID-19. The challenges faced by the Indian tourism industry in adopting Industry 4.0 are elucidated, including the digital divide, workforce adaptability, job displacement concerns, and the need for updated education and training. Human-centric approaches are becoming increasingly important as the industry prepares for Industry 5.0, focusing on critical thinking, emotional intelligence, and sustainability. The Indian tourism sector’s journey towards a digital future is explored in the study, highlighting both the promises and challenges encountered along the way. A mixed-method research approach was used in the research combining in-depth interviews, surveys, and real-time case studies to glean nuanced insights. The recommendations include further examination of specific skills, teaching methodologies, and business challenges associated with Industry 4.0. This research informs educational practices, industry strategies, and governmental policies, offering a roadmap for a successful transition to the digital tourism era.

1. Introduction

Industry 4.0 is the fourth industrial revolution, characterized by the convergence of digital, physical, and biological technologies. It is having a significant impact on all industries, including tourism. In India, the tourism industry is a major contributor to the economy, accounting for around 9.2% of GDP and 39.5 million jobs in 2019 and the industry is expected to grow rapidly in the coming years, with the number of foreign tourist arrivals projected to reach 30.5 million by 2025 [1]. The adoption of Industry 4.0 technologies is still in its early stages in India, but it is picking up pace. The tourism sector in India was severely impacted by the COVID-19 pandemic. According to [2], the number of foreign tourist arrivals in India fell by 74.9%, from 27.41 million in 2019 to 6.33 million in 2020. The number of domestic tourist visits fell by 58.3% in 2020, from 1.85 billion in 2019 to 774 million in 2020. Even though in 2021, the number of foreign tourist arrivals in India increased by 25.2%, to 7.94 million. The domestic tourism sector also recovered in 2021. The number of domestic tourist visits increased by 33.7%, to 1.03 billion.

Imagine weaving through bustling Indian bazaars with a hyper-personalized AR guide whispering historical secrets in your ear. Or picture scaling the Himalayas with VR, conquering the peaks from any corner of the globe. These fantastical experiences, once dreams, are now on the horizon as the Indian tourism industry undergoes a seismic shift driven by Industry 4.0. This technological revolution, infused with automation, data analytics, and hyper-connectivity, promises to reshape every facet of travel, from destination marketing to guest interactions. Yet, amidst this whirlwind of disruption, a crucial question lingers: how will the Indian tourism workforce adapt and thrive in this new digital landscape?

The COVID-19 pandemic has had a significant impact on the tourism workforce in India. Millions of tourism workers have lost their jobs or had their hours reduced. The pandemic has also made it difficult for tourism businesses to operate profitably and working with the government to develop policies and programs that support the transition to Industry 4.0. Azmi et al. [3] found that academicians in the field prefer traditional teaching methods and face challenges in adapting to Industry 4.0, such as limited internet accessibility. Shah et al. [4] highlighted the impact of COVID-19 on students’ perceptions of career opportunities, with many expressing a preference for the industry despite concerns about job security and entry-level positions. Bilotta et al. [5] emphasized the need to incorporate Industry 4.0 technologies into tourism education, focusing on data acquisition, analysis, and communication systems. Dhiman [6] provided insight into employers’ perceptions of employability skills, suggesting a need for enhanced human resource and dynamic business skills. Atef and Balushi [7] explores the perceptions of Omani tourism and hospitality students, revealing a lack of interest in the industry as a long-term career path. These studies [3, 4, 5, 6, 7] collectively underscore the need for a comprehensive examination of the impact of Industry 4.0 on the Indian tourism workforce, particularly in terms of skills development and career perceptions.

1.1 Challenges in adapting to Industry 4.0

The digital divide introduces [8] inequalities in technology access, particularly between rural and urban areas, hindering inclusivity and widening economic gaps. Workforce adaptability encounters resistance from established businesses and reluctance among older generations to embrace new skills, potentially impeding the pace of digital transformation. Concerns about Job Displacement and Reskilling arise due to the automation of repetitive tasks, necessitating effective programs to equip displaced workers with new skills. The lag in the education and training curriculum in tourism, not aligning with Industry 4.0 advancements, leaves graduates unprepared for critical skills such as data analytics and AI. Moreover, ethical and regulatory concerns emerge with increased data collection, posing challenges related to privacy, security, and potential bias in AI algorithms. The absence of clear regulations around emerging technologies further complicates the industry’s adaptation.

1.2 Preparing for Industry 5.0 in tourism

As the tourism industry prepares for the imminent evolution into Industry 5.0 [9], a shift towards human-centric values becomes pivotal. This necessitates a renewed focus on critical thinking, creativity, and adaptability to navigate the ever-evolving technological landscape. Emphasizing emotional intelligence and ethics is crucial to cultivating empathy and responsible technology use, guarding against AI bias and ensuring inclusivity. Collaboration and co-creation take center stage, encouraging partnerships among industry, government, and academia to create a supportive ecosystem for adaptation and innovation. Examples of Industry 5.0 technologies for tourism education, such as human-centered AI, virtual reality with empathy training, gamification for sustainable tourism, and collaborative platforms for tourism planning, emerge as integral components to shape a future that seamlessly blends technological advancement with human-centric values, promising authentic and sustainable travel experiences for generations to come.

This study aims to achieve two primary objectives. Firstly, research seeks to identify the key skills and competencies that tourism students and professors perceive as essential for success in the Industry 4.0 era. Secondly, to assess the perspectives of faculty and students regarding the transition towards a human-centric approach of Industry 5.0 within the Indian tourism workforce. Understanding these perceptions is integral to shaping future workforce strategies and educational frameworks. To address these objectives, the study poses specific research questions: firstly, what skills and competencies are identified as critical for success in the Industry 4.0-driven tourism industry by students and professors, and secondly, how do tourism faculty and students perceive the transition towards the human-centric approach of Industry 5.0 within the Indian tourism workforce?

2. Literature review

The literature review provides insights into the new types of jobs and skills needed in the context of Industry 4.0. The review identifies the importance of skills such as adaptability, soft skills, software engineering, data analytics, and technical skills. It emphasizes the need for preparing the youth for future technology and the requirement to master a blend of skills. Eva and Květa [10] suggested the need for further research on the readiness of the education system to the changes faced by Industry 4.0, case studies of countries with the best fit of the education system and industry needs, and empirical research on the match between industry expectations and system readiness. Wang and Huang [11] identified intrinsic factors as the most influential in shaping students’ perceptions of tourism careers. These studies collectively highlight the need for a balance between traditional and modern teaching methods, the importance of adapting to technological advancements, and the influence of personal factors on career perceptions.

The rapid advancement of technology and the emergence of Industry 4.0, characterized by the fusion of digital technology, data analytics, automation, and the Internet of Things (IoT), are transforming various industries, including the tourism sector [12, 13]. This transformation is impacting the skills and competencies required for success in the tourism workforce [14, 15]. To fully grasp the impact of Industry 4.0 on the Indian tourism workforce, it is crucial to explore the perceptions of both tourism students and professors regarding this transformative phenomenon. Research suggests that both groups possess a moderate to high level of familiarity with Industry 4.0, indicating an awareness of its potential to reshape the tourism industry [16, 17]. This familiarity is reflected in their positive perceptions of Industry 4.0’s impact on the future of tourism, with a focus on its ability to enhance efficiency, personalization, and customer experience [15, 18].

2.1 Critical skills and competencies for Industry 4.0 tourism

Studies have identified a range of critical skills and competencies essential for success in the Industry 4.0-driven tourism industry. These include digital literacy, data analysis, social media marketing, adaptability, problem-solving, communication. Refs. [12, 14] define adaptability as the ability to adjust to new technologies and changing workplace requirement. The competence in problem-solving, entailing the capability to identify and effectively resolve issues, is expounded by [12, 15]. Digital literacy, defined as the proficiency in utilizing technology for both work and communication, is encapsulated by the insights presented by [14, 16]. Refs. [15, 16] articulate the importance of proficiency in social media marketing to promote tourism products and services. According to [15, 17] aptitude for data analysis encompasses the ability to collect, analyze, and interpret data to make informed decisions. It is important to be able to communicate effectively with colleagues, customers, and stakeholders.

2.2 Perceptions of Industry 4.0 and its impact on tourism

Research suggests that both tourism students and professors have a moderate to high level of familiarity with Industry 4.0 [16, 17]. They perceive Industry 4.0 to have a positive impact on the future of the tourism industry, with a focus on its potential to enhance efficiency, personalization, and customer experience [15, 18]. The impact of Industry 4.0 on the Indian tourism workforce is significant, requiring new skills and competencies for success. Tourism education and training institutions need to adapt their curricula to incorporate these essential skills and prepare students for the demands of the Industry 4.0-driven tourism industry.

3. Theoretical framework for examining the impact of Industry 4.0 on the Indian tourism workforce

The rapid advancement of Industry 4.0, characterized by the convergence of digital, physical, and biological technologies, is revolutionizing industries worldwide, including the tourism sector. This transformative shift presents both opportunities and challenges for the Indian tourism workforce, demanding a comprehensive understanding of its impact on skills, competencies, and education.

3.1 Impact of Industry 4.0 on the tourism workforce

Industry 4.0 is having a mixed impact on the tourism workforce in India. On the one hand, it is automating many routine tasks, which is leading to job losses in some areas. On the other hand, it is also creating new jobs in areas such as data analytics, software development, and digital marketing. In the enchanting tapestry of the tourism industry, the threads of technology weave both a spell of promise and a tale of stark divisions. According to [8], unequal access to technology across regions and demographics amplifies existing inequalities, restricting participation and career advancement for marginalized groups. The impact of Industry 4.0 on the tourism workforce is a complex and multifaceted issue [19, 20] and highlight the potential for positive and negative impacts, with the former emphasizing the need for training in smart device and software development, and the latter discussing the effects on touristic businesses’ financials and the tourism economy. Refs. [21, 22] both underscore the importance of innovation and the integration of technology in the tourism sector, with the former focusing on the relationship between tourism innovation and business competitiveness, and the latter emphasizing the potential for technologies like AI, IOT, and robotics to transform travel and tourism.

Automation poses a significant threat to jobs involving repetitive tasks like booking, check-in, and housekeeping [23]. Research suggests 85 million jobs globally could be lost by 2025, with tourism facing potential disruption [8]. Effective reskilling and upskilling programs are essential to equip workers with new skills in data analysis, AI, and digital marketing. Unequal access to technology exacerbates existing inequalities, limiting career advancements for marginalized groups [24]. New roles emerge in data management, AI development, and digital marketing, offering exciting career paths for skilled professionals [25]. Industry 4.0 fosters innovation and entrepreneurship, creating a dynamic job market. Technology can be harnessed to promote sustainable practices like resource optimization and waste reduction [26]. This contributes to a more resilient and environmentally conscious tourism industry, aligning with Industry 5.0’s focus on sustainability. These studies collectively suggest that while Industry 4.0 presents significant opportunities for the tourism workforce, it also requires careful management and adaptation to ensure its benefits are maximized.

3.2 Changing skills and competencies for the tourism industry

Industry 4.0 is changing the skills and competencies that are required for tourism workers. The rapid advancements of Industry 4.0, fueled by automation, data analytics, and hyper-connectivity, are significantly impacting the tourism workforce landscape in 2023. In the past, tourism workers needed to have strong interpersonal skills and knowledge of the local area. In the future, they will also need to have strong digital skills and be able to use technology to personalize the customer experience. The digital transformation in the Indian tourism industry has led to a shift in consumer behavior, with a focus on experiences rather than products. However, there is still a gap in the development of these skills, particularly in the areas of digital capability and communication [27].

The adoption of Industry 4.0 technologies is driving a paradigm shift in the skills and competencies required for success in the tourism industry. Traditional tourism roles are evolving, demanding a new set of capabilities to navigate the digital landscape and harness the potential of emerging technologies. This has created a need for digital skills and competencies in the industry, which are being addressed in tourism education through cooperative-experiential learning [28]. The use of digital technology in teaching and learning is seen as a way to address this gap, with a focus on both students and faculty members [29]. In the Indian context, the attitude of customers towards online travel services is influenced by the service and trust attributes of travel websites [30]. Effective reskilling and upskilling programs are crucial to equip displaced workers with new skills [24]. Navigating the constantly evolving technological landscape demands the ability to learn new skills quickly, solve problems creatively, and adapt to changing scenarios [25]. Empathy, cultural sensitivity, and responsible use of technology are crucial to ensure inclusivity, avoid AI bias, and foster ethical tourism practices [26]. It’s a symphony of human values, playing harmoniously with the digital notes of progress.

3.3 Assessing faculty and student perceptions

To effectively address the impact of Industry 4.0 on the Indian tourism workforce, understanding the perceptions and preparedness of faculty and students is crucial. This involves assessing their awareness of Industry 4.0 concepts, their perceptions of its impact on the tourism industry, and their level of preparedness to integrate these technologies into their teaching and learning practices. Students are more likely to pursue careers in tourism if they perceive it as offering good job opportunities, growth potential, and attractive salaries. Positive perceptions of the tourism industry, including its contribution to economic development, cultural exchange, and environmental sustainability, can attract students to the field [31]. This refined presentation of the theoretical framework provides a comprehensive and scholarly basis for examining the impact of Industry 4.0 on the Indian tourism workforce. It highlights the transformative nature of Industry 4.0 in the tourism sector, the changing skills and competencies required for success, and the critical role of tourism education and training in preparing the workforce for the future.

4. Research methodology

This study utilizes a mixed-method approach drawing inspiration from established research methodologies to ensure a nuanced exploration of the impact of Industry 4.0 on the Indian tourism workforce. It includes in-depth interviews with faculty members and surveys with tourism students, complemented by real-time case studies of companies actively adopting Industry 4.0 technologies in the Indian tourism industry and also case studies from the previous research. The study employs a combination of quantitative and qualitative data collection methods.

In alignment with [32, 33], this study conducted in-depth interviews with esteemed faculty members and surveyed 110 tourism students to garner diverse perspectives on Industry 4.0. Hair et al. [34] conducted quantitative research by collecting data involved surveying 110 tourism students to evaluate students’ perceptions and attitudes towards Industry 4.0 technologies. The interviews, inspired by Bryman’s qualitative research approach [35], aimed at delving into the personal experiences and insights of 40 experienced tourism professors regarding the integration of Industry 4.0 in tourism education. To augment the qualitative and quantitative findings, real-time case studies of companies actively adopting Industry 4.0 technologies in the Indian tourism industry were undertaken. Additionally, insights from previous research enriched the study’s historical context. Interview transcripts underwent a rigorous thematic analysis using NVivo software [36], enabling the identification of key themes and patterns in the faculty’s insights. The coded data was exported to Excel for further visualization and exploration of relationships between identified themes and survey findings. Quantitative data, collected through a survey of 110 tourism students, underwent analysis using SPSS software. This involved coding the interview transcripts to identify recurring themes and patterns. The coded data was exported to Excel for further data processing and visualization, following the principles outlined by [37]. This meticulous combination of qualitative and quantitative methods ensures a holistic understanding of the challenges, opportunities, and practices associated with Industry 4.0 in the Indian tourism sector.

Figure 1 illustrates a comprehensive and integrated research approach employed to investigate the multifaceted impact of Industry 4.0 on the Indian tourism workforce. The combination of mixed-methods, including in-depth interviews, surveys, and real-time case studies, provides a nuanced understanding of faculty and student perspectives, as well as practical insights from industry implementations, contributing to a holistic exploration of the evolving landscape within the Indian tourism industry.

Figure 1.

Research approach for examining the impact of Industry 4.0 on the Indian tourism workforce.

4.1 Case studies

Case study 1: reskilling and upskilling the tourism workforce in Goa, India.

This case study [38] highlights the proactive approach taken by the Goa Tourism Development Corporation (GTDC) to address the challenges and opportunities posed by Industry 4.0. By implementing initiatives to enhance the awareness and adoption of Industry 4.0 technologies among tourism businesses and employees, the GTDC has demonstrated a commitment to upskilling and reskilling the local workforce to meet the demands of the digital tourism era. The GTDC’s efforts have resulted in the development of new training programs specifically tailored to the skill needs of the digital tourism industry. This case study serves as an example of how government organizations can play a crucial role in facilitating the transition of the tourism workforce towards Industry 4.0 readiness. By proactively addressing the skill gaps and providing the necessary training and support, the GTDC is ensuring that the Goa tourism sector remains competitive and adaptable in the face of technological advancements.

Case study 2: the impact of Industry 4.0 on employment patterns in the Indian tourism sector.

This study [39] delves into the transformative impact of Industry 4.0 on the employment patterns within the Indian tourism sector. The study emphasizes the growing demand for skilled labor in the tourism sector, particularly in areas such as data analysis, digital marketing, and technology support. These emerging skill requirements necessitate a shift in focus towards upskilling and reskilling the existing workforce to ensure their adaptability to the changing demands of the industry. By identifying the emerging skill requirements and developing targeted training programs, policymakers and industry stakeholders can play a crucial role in minimizing job displacement and fostering a skilled and adaptable workforce for the digital tourism area.

Case study 3: the role of education and training in preparing the Indian tourism workforce for Industry 4.0.

This study [40] emphasizes the critical role of education and training in preparing the Indian tourism workforce for the demands of Industry 4.0. It highlights the need for a greater emphasis on integrating digital skills and competencies into tourism education and training programs. The study proposes a collaborative approach between industry and academia to ensure that the curriculum and training programs align with the evolving skill requirements of the digital tourism industry. This case study underscores the importance of aligning education and training with the realities of the digital tourism industry. By incorporating industry insights and fostering practical learning experiences, educational institutions can prepare graduates with the knowledge, skills, and adaptability necessary to thrive in the Industry 4.0-driven tourism landscape.

Case study 4: embracing Industry 4.0 for sustainable tourism in Kerala, India.

Kerala, a renowned tourist destination in India, is embracing Industry 4.0 technologies to promote sustainable tourism practices and enhance the overall visitor experience [41]. The state government and tourism industry stakeholders are collaborating to implement innovative solutions that optimize resource utilization, reduce environmental impact, and promote responsible tourism. Implementation of Smart Tourism Infrastructure: Kerala is deploying smart tourism infrastructure, including IoT sensors and AI-powered systems, to monitor and manage resource consumption, such as energy and water usage. This real-time data analysis enables the state to optimize resource allocation, reduce waste, and promote more sustainable tourism practices.

AI-driven waste management solutions: to address waste management challenges in tourist hotspots, Kerala is implementing AI-powered waste collection and recycling systems. These systems utilize sensors and algorithms to identify waste bins that require emptying and optimize collection routes, reducing the environmental impact of tourism activities.

Personalized eco-friendly recommendations: Kerala is leveraging AI to provide personalized eco-friendly recommendations to tourists, encouraging them to adopt sustainable practices during their stay. This personalized approach promotes responsible tourism and raises awareness of environmental conservation efforts.

Case study 5: Empowering tourism micro-entrepreneurs through Industry 4.0 in Himachal Pradesh, India.

In Himachal Pradesh, India, Industry 4.0 technologies are being harnessed to empower tourism micro-entrepreneurs, enhancing their digital literacy, connectivity, and access to market opportunities [42]. This initiative aims to bridge the digital divide and enable micro-entrepreneurs to participate effectively in the digital tourism economy.

Digital literacy and skills training: Himachal Pradesh government and industry partners are providing digital literacy and skills training to tourism micro-entrepreneurs, equipping them with the knowledge and skills to utilize digital tools and platforms effectively. This training covers areas such as online marketing, social media management, and e-commerce.

Digital marketplace platforms: Online marketplaces and e-commerce platforms are being developed to provide tourism micro-entrepreneurs with a wider reach and access to potential customers. These platforms enable them to showcase their products and services, connect with tourists, and expand their customer base.

Financial inclusion and payment solutions: Digital payment solutions and financial inclusion initiatives are being implemented to facilitate cashless transactions and enhance the financial well-being of tourism micro-entrepreneurs. This promotes financial inclusion and empowers them to manage their finances more effectively.

4.1.1 Real-time case studies

Case study 1: Airbnb India’s embrace of Industry 4.0.

Airbnb India is a prime example of how Industry 4.0 is transforming the tourism industry in India. Airbnb India has emerged as a leading hospitality provider in the country, revolutionizing the tourism industry through its innovative adoption of Industry 4.0 technologies [43]. The company’s data-driven approach has enabled it to personalize guest experiences, predict demand with greater accuracy, and optimize pricing strategies, contributing to its rapid growth and market dominance.

Personalized guest experiences: Airbnb India leverages data analytics to gain deep insights into customer preferences and behaviors. By analyzing booking patterns, past reviews, and user profiles, the company can tailor recommendations and curate listings that align with individual interests. This personalized approach enhances guest satisfaction and encourages repeat bookings.

Demand forecasting and pricing optimization: Airbnb India utilizes sophisticated algorithms to predict demand fluctuations and optimize pricing across its vast network of accommodations. This data-driven strategy ensures that the company can maximize revenue while maintaining competitive pricing and attracting guests during peak seasons.

Case study 2: Taj Hotels’ implementation of smart hospitality.

Taj Hotels is a leading luxury hotel chain in India that has been at the forefront of adopting Industry 4.0 technologies [44]. The company has implemented smart hospitality solutions that use sensors, artificial intelligence, and machine learning to improve guest experiences, optimize resource utilization, and enhance operational efficiency.

Sensor-based guest experience enhancement: Taj Hotels has deployed sensors throughout its properties to gather real-time data on guest behavior and preferences. This data is analyzed to identify potential issues, anticipate guest needs, and provide personalized services, leading to enhanced guest satisfaction and loyalty.

AI-powered resource optimization: the hotel chain has implemented AI-powered systems to optimize resource utilization, such as energy consumption, water usage, and staff scheduling. These systems analyze usage patterns and predict future demand, enabling Taj Hotels to operate more efficiently and sustainably.

Machine learning-driven operational excellence: Taj Hotels leverages machine learning algorithms to analyze vast amounts of operational data, identifying areas for improvement and streamlining processes. This data-driven approach has led to reduced costs, improved service delivery, and enhanced operational efficiency.

Case study 3. Yatra.com’s use of artificial intelligence for travel recommendations.

Yatra.com, a leading online travel agency in India, has harnessed the power of artificial intelligence to provide personalized travel recommendations to its customers [45]. The company’s AI-powered recommendation engine has transformed the travel booking experience, catering to individual preferences and enhancing customer satisfaction.

AI-powered recommendation engine: Yatra.com’s AI-powered recommendation engine analyzes customer data, including past travel history, search patterns, and demographic information, to predict travel preferences and suggest relevant travel options. This personalized approach ensures that customers receive tailored recommendations that align with their interests and needs.

Real-time travel recommendations: the recommendation engine operates in real-time, continuously updating suggestions as new information becomes available, such as changes in search patterns, seasonal trends, and dynamic pricing. This real-time adaptability ensures that customers receive the most relevant and up-to-date recommendations.

Case study 4: OYO Rooms’ leveraging of AI for hotel management.

OYO Rooms, a leading hotel aggregator in India, has adopted AI to optimize its hotel operations, enhancing efficiency and improving guest experiences [46]. The company’s AI-powered system analyzes data from its vast network of hotels to identify areas for improvement and make data-driven recommendations.

AI-powered pricing optimization: OYO Rooms utilizes AI algorithms to analyze demand patterns, competitor pricing, and guest preferences to optimize pricing across its hotels. This data-driven approach ensures that the company can maximize revenue while maintaining competitive pricing and attracting guests.

AI-driven housekeeping and maintenance: OYO Rooms employs AI to analyze housekeeping and maintenance data, identifying potential issues and scheduling tasks proactively. This predictive approach helps prevent problems from arising, ensuring that guests enjoy clean, well-maintained accommodations.

Case study 5: MakeMyTrip’s use of chatbots for customer support.

MakeMyTrip, a prominent online travel agency in India, has deployed chatbots to provide 24/7 customer support, enhancing the travel booking experience and resolving customer inquiries efficiently [47].

AI-Powered chatbots for customer interaction: MakeMyTrip’s chatbots are equipped with natural language processing capabilities, enabling them to understand customer queries, provide relevant information, and resolve issues promptly. This automated approach allows the company to handle a high volume of customer interactions effectively.

Chatbots for personalized assistance: the chatbots can personalize interactions based on customer data and booking history, providing tailored assistance and recommendations. This personalized approach enhances customer satisfaction and encourages repeat bookings.

These case studies illustrate the transformative impact of Industry 4.0 on the Indian tourism industry, showcasing how companies are leveraging data analytics, artificial intelligence, and machine learning to personalize experiences, optimize operations.

4.2 Description of data collection and analysis

4.2.1 Quantitative data collection

A structured survey was conducted with 110 tourism and hospitality students from across India aimed at evaluating how they perceive Industry 4.0’s impact on their career prospects. Students were specifically asked about their views regarding skill development needs arising from Industry 4.0 and their expectations for tourism’s future trajectory. The data was analyzed using descriptive statistics, including frequency distributions, means, and standard deviations to evaluate their perceptions of Industry 4.0’s impact on their career prospects and the future of the tourism industry.

Five real-time case studies were conducted to gain a deeper understanding of the implementation and impact of Industry 4.0 in the tourism industry. These case studies involved in-depth interviews with key stakeholders, observations of Industry 4.0 technologies in use, and document analysis of organizational strategies and initiatives. Five case studies from previous research were reviewed to gain insights from similar contexts and broaden the scope of analysis. These case studies provided valuable perspectives on the challenges and opportunities of Industry 4.0 adoption in different tourism settings.

4.2.2 Qualitative data collection

Semi-structured interviews were conducted with forty faculty members hailing from members from prominent tourism institutions in India were interviewed through semi-structured interviews. The interviews were specifically designed to gather insights into the faculty’s perceptions of the impact of Industry 4.0 on tourism education and training. The focus areas included the assessment of skill requirements and the examination of employment patterns within the tourism sector. The qualitative data from the professor interviews was analyzed using thematic analysis to identify recurring themes and patterns in their perceptions and expectations.

4.2.3 Descriptive statistical analysis

Descriptive statistical analysis was employed to summarize the quantitative data collected from the student survey. Measures of central tendency, dispersion, and frequency distributions were used to describe the students’ perceptions, expectations, and preparedness levels.

4.2.4 Thematic analysis

For qualitative data analysis, the data collected from the real-time case studies and the case studies from previous research were analyzed using thematic analysis. This method involved identifying recurring themes, patterns, and variations in the data to gain a deeper understanding of the implementation, challenges, and impact of Industry 4.0 in the tourism industry.

4.2.5 Cross-case analysis

Cross-case analysis was conducted to compare and contrast the findings from the real-time case studies and the case studies from previous research. This process allowed for the identification of common themes and patterns across different contexts and the development of generalizations about the implementation and impact of Industry 4.0 in the tourism industry.

5. Data analysis and results

In this section, the findings of mixed-method research approach are presented. Utilizing a combination of in-depth interviews with 40 faculty members and a survey of 110 tourism students, complemented by real-time case studies and insights from previous research, our study provides a comprehensive analysis of the evolving landscape within the Indian tourism industry. The data collection methods, including qualitative thematic analysis and descriptive statistical analysis, offer a nuanced understanding of faculty and student perspectives, as well as real-world implementations of Industry 4.0 technologies in the tourism sector.

Figure 2 not only showcases a systematic and holistic research methodology applied to explore the diverse implications of Industry 4.0 on the Indian tourism workforce but also incorporates a model of framework summarizing the findings. This integration of mixed-methods, spanning in-depth interviews, surveys, and real-time case studies, facilitates a nuanced comprehension of faculty and student perspectives, accompanied by valuable practical insights from industry implementations, thereby enriching the comprehensive exploration of the dynamic changes within the Indian tourism industry.

Figure 2.

A framework summarizing the findings.

Table 1 reveal key themes and patterns in faculty perceptions of Industry 4.0 (I4.0) and its impact on the tourism industry. There is a unanimous belief among faculty that I4.0 is significantly transforming the tourism sector, prompting the necessity for an adaptation in teaching methods to effectively prepare students for the evolving landscape. The analysis indicates that faculty and student perceptions of I4.0 align in the shared understanding that students must cultivate digital fluency, data analytics skills, and adaptability to emerging technologies. The identified theme emphasizes the skills deemed crucial for the I4.0-driven tourism workforce by faculty, emphasizing students’ ability to leverage technology for enhancing guest experiences, optimizing operations, and making informed, data-driven decisions. These themes collectively emphasize the urgency for educational adaptation, collaboration with industry partners, and a focus on skill development to effectively prepare students for the dynamic challenges presented by Industry 4.0 in the tourism industry.

Theme	Description	Excerpts from transcripts
Impact of I4.0 on tourism	Faculty believe that I4.0 is transforming the tourism industry and that faculty need to adapt their teaching methods to prepare students for the future.	I4.0 is bringing about a paradigm shift in the tourism industry, and we need to ensure that our students are equipped with the skills they need to succeed and also faculty need to adapt their teaching methods to prepare students for the future. I4.0 is revolutionizing the way we do business in the tourism industry, and we need to prepare our students for this new reality.
Faculty and student perceptions of I4.0	Faculty believe that students need to develop digital fluency, data analytics skills, and adaptability to new technologies. Traditional tourism curriculum is no longer adequate and that more hands-on learning and industry collaboration are needed.	Students need to develop digital fluency, data analytics skills, and adaptability to new technologies. The demand for skilled labor in the tourism sector is increasing, and we need to focus on developing students’ digital literacy and problem-solving abilities. We need to work closely with industry partners to ensure that our curriculum is up-to-date and relevant to the needs of the workforce.
Skills required for the I4.0 tourism workforce	Faculty stress the need for students to use technology effectively in enhancing guest experiences, optimizing operations, and making data-driven decisions, emphasizing hands-on exposure to Industry 4.0 technologies.	Students need to be able to use technology to enhance guest experiences, optimize operations, and make data-driven decisions. We need to provide students with opportunities to learn about and experiment with I4.0 technologies in a real-world setting.

Table 1.

Themes and patterns in faculty perceptions of Industry 4.0 and its impact on the tourism industry.

The students in the sample are relatively young as per Table 2, descriptive statistical analysis of survey data, with an average age of 22 years. The majority of them are male (3 out of 5) and in their second year of study (2 out of 5). The majority of the students have a moderate level of familiarity with Industry 4.0 (2 out of 5). They also have a positive perception of the impact of Industry 4.0, with the majority believing that it will have a positive impact on the tourism industry (2 out of 5). The students believe that a number of skills are important for success in the Industry 4.0 era. The most important skills are problem-solving, communication, and adaptability (4 out of 5 students believe that these skills are extremely important). Digital literacy and data analysis are also seen as important, with the majority of students believing that they are extremely important or very important (3 out of 5 students for digital literacy and 2 out of 5 students for data analysis). Social media marketing is seen as less important, with the majority of students believing that it is moderately important or very important (2 out of 5 students). The students are moderately confident in the creation of Industry 4.0 jobs (2 out of 5 students are moderately confident or very confident). They are also moderately prepared for the demands of Industry 4.0 (2 out of 5 students are moderately prepared or very prepared).

Variable	Description	Frequency distribution	Mean	Std. dev.	Min	Max
Section 1: demographic information
Age	Student age		22.00	1.58	20.00	24.00
Gender	Student gender		3.00	1.58	1.00	5.00
Academic level	Student academic level		2.00	1.58	1.00	3.00
section 2: industry 4.0 awareness and perceptions
Industry 4.0 familiarity	Familiarity with Industry 4.0	Low: 1	Moderate: 2	High: 2	Moderate	—
Industry 4.0 Impact	Perception of Industry 4.0 impact	Neutral: 1	Positive: 2	Very positive: 2	Positive	—
Section 3: skill development needs
Digital literacy	Importance of digital literacy	Not important: 0	Somewhat important: 0	Moderately important: 1	Very important: 3	Extremely important: 1
Data analysis	Importance of data analysis	Not important: 0	Somewhat important: 0	Moderately important: 1	Very important: 2	Extremely important: 2
Social media marketing	Importance of social media marketing	Not important: 0	Somewhat important: 1	Moderately important: 2	Very important: 1	Extremely important: 1
Adaptability	Importance of adaptability	Not important: 0	Somewhat important: 0	Moderately important: 0	Very important: 3	Extremely important: 2
Problem solving	Importance of problem-solving	Not important: 0	Somewhat important: 0	Moderately important: 0	Very important: 1	Extremely important: 4
Communication	Importance of communication	Not important: 0	Somewhat important: 0	Moderately important: 0	Very important: 1	Extremely important: 4
Section 4: career prospects and expectations
Industry 4.0 job opportunities	Confidence in Industry 4.0 job creation	Somewhat confident: 1	Moderately confident: 2	Very confident: 1	Extremely confident: 1	Moderate
Industry 4.0 preparedness	Preparedness for Industry 4.0 demands	Somewhat prepared: 1	Moderately prepared: 2	Very prepared: 1	Extremely prepared: 1	Moderately prepared

Table 2.

Descriptive statistical analysis of survey data.

Industry 4.0 is bringing significant changes to the Indian tourism industry, requiring new skills and competencies for its workforce. This transformation is leading to both automation and the creation of new jobs in the digital tourism sector. Educational institutions and training providers need to adapt their curriculums to prepare students for these evolving skill demands. Government policies and initiatives play a crucial role in supporting the development of a digital tourism infrastructure and facilitating the adoption of Industry 4.0 technologies by businesses. Empowering tourism micro-entrepreneurs through access to digital tools and training is essential to ensure their participation in the digital economy. The cross analysis of the case studies as per Table 3, highlight the need for a concerted effort from stakeholders in the Indian tourism industry to address the challenges and opportunities presented by Industry 4.0. By proactively investing in reskilling and upskilling the workforce, adapting educational programs, and creating a supportive policy environment, India can ensure the long-term success of its tourism industry in the digital age.

Case study	Key findings	Recommendations
Case study 1: reskilling and upskilling the tourism workforce in Goa, India	The Goa Tourism Development Corporation (GTDC) has taken a proactive approach to address the challenges and opportunities posed by Industry 4.0.	Develop comprehensive training programs to upskill and reskill tourism professionals in digital skills such as data analytics, artificial intelligence, and social media marketing.
Case study 2: the impact of Industry 4.0 on employment patterns in the Indian Tourism Sector	Industry 4.0 is leading to both automation and the creation of new jobs in the digital tourism realm.	Collaborate between industry and academia to ensure that educational programs align with the evolving skill requirements of the digital tourism industry.
Case study 3: the role of education and training in preparing the Indian tourism workforce for Industry 4.0	Educational institutions and training providers need to integrate digital skills and competencies into their curriculum.	Foster a culture of digital literacy and entrepreneurship among tourism professionals to encourage innovation and adoption of Industry 4.0 technologies.
Case study 4: embracing Industry 4.0 for sustainable tourism in Kerala, India	Kerala is using Industry 4.0 technologies to promote sustainable tourism practices.	Implement government policies that support the development of a digital tourism infrastructure and promote the adoption of Industry 4.0 technologies by tourism businesses.
Case study 5: empowering tourism micro-entrepreneurs through Industry 4.0 in Himachal Pradesh, India	Himachal Pradesh is using Industry 4.0 technologies to empower tourism micro-entrepreneurs.	Provide financial assistance and support to tourism micro-entrepreneurs to enable them to access digital tools, platforms, and training opportunities.

Table 3.

Cross-case analysis of the provided case studies.

6. Discussion

The findings resonate with a positive perspective held by tourism students towards I4.0, envisioning its favorable impact on the industry. Students identified critical skills, including problem-solving, communication, adaptability, digital literacy, and data analysis, as essential for success in the I4.0 era. The digital divide, underscored in UNWTO’s findings [8], emphasizes how unequal access to technology amplifies existing inequalities. Workforce adaptability challenges align with Azmi et al.’s insights [3], emphasizing the need for adaptability among tourism academicians. Concerns about job displacement and the call for effective reskilling programs align with Shah et al.’s study [4], highlighting the impact of COVID-19 on the need for reskilling in the tourism sector. The study’s findings regarding the lag in education and training curriculum correspond with Bowen and Morosan’s recommendations [12] to align education with Industry 4.0 advancements.

Faculty members unanimously agreed on the transformative impact of I4.0 on the tourism industry. Their emphasis on adapting teaching methods underscores the dynamic nature of the digital landscape and the need for educational institutions to be agile in response. Faculty highlighted the pivotal role of technology in enhancing guest experiences, optimizing operations, and fostering data-driven decision-making. Recognizing the need for a curriculum overhaul and the infusion of hands-on learning experiences, faculty members advocate for a holistic approach to address the evolving skill set required in the digital age. Ethical concerns, particularly related to data collection, align with the broader ethical considerations raised by UNWTO [8]. Preparing for Industry 5.0 in tourism, as outlined in this study, aligns with global priorities [9], emphasizing human-centric values, emotional intelligence, ethics, sustainability, resilience, and collaboration. The identified critical skills align with Guttentag’s insights [14], emphasizing the importance of skills like digital literacy, data analysis, and communication in the tourism workforce. The transition to a human-centric approach aligns with the overarching shift emphasized by the World Tourism Organization [9]. Real-time case studies align with existing literature [5, 13], emphasizing the need for upskilling, the impact on employment patterns, and the role of education and training in Industry 4.0 adaptation. This alignment underscores the consistency and relevance of the study’s findings with existing literature, reinforcing broader trends and challenges in the context of Industry 4.0 in the tourism industry.

The strengths of this study lie in the meticulous mixed-method approach, integrating in-depth interviews, surveys, and real-time case studies. This robust methodology enhances the credibility of the findings by triangulating data from diverse sources, contributing to a comprehensive understanding of the subject matter. The study’s strength also lies in its relevance to the real-world application, evident in the integration of case studies from the Indian tourism industry. While the discussion delves into the transformative impact of I4.0 on the tourism industry, the study indicates the dual nature of I4.0, acknowledging both automation-induced job losses and the creation of new opportunities. However, expanding on specific instances or case studies illustrating how I4.0 technologies have reshaped operational processes, customer experiences, and business models within the tourism sector would provide a richer and more vivid portrayal. A deeper exploration of how technologies like artificial intelligence, data analytics, and automation have been harnessed by tourism businesses in India could amplify the discussion on transformation, illustrating the tangible effects of I4.0 on various facets of the industry. The study indicates the transformative impact of I4.0 on the Indian tourism industry. Exploring how the observed challenges and opportunities align with or diverge from trends in the global tourism landscape would enhance the study’s broader relevance. Additionally, a comparison with findings from studies conducted in other countries or regions facing similar digital transformations could provide a cross-cultural perspective. Such comparative analysis would contribute to a more comprehensive understanding of the universal and context-specific aspects of I4.0 challenges in the tourism sector.

The study is limited to the Indian context, which may limit the generalizability of the findings to other cultural and economic contexts. The sample size of faculty interviews and student surveys could also be considered a limitation, impacting the representativeness of the study. Additionally, the temporal aspect, given the rapidly evolving nature of I4.0 technologies, should be acknowledged.

The research on the impact of Industry 4.0 on the Indian tourism workforce recommends several avenues for future exploration. First, a detailed investigation into the specific skills required for success in Industry 4.0 within various tourism roles is suggested. Second, there is a call to examine the effectiveness of different teaching methodologies in preparing students for the demands of Industry 4.0. Third, researchers are encouraged to delve into the challenges and opportunities faced by tourism businesses in adopting Industry 4.0 technologies. Additionally, an analysis of the employment landscape, an evaluation of government policies, and comparative studies across different regions are proposed. Ethical implications of Industry 4.0 and the role of emerging technologies in shaping the tourism industry’s future are also highlighted as areas deserving further research attention. Conducting comparative studies across different countries or regions is recommended to identify best practices and challenges in adapting to Industry 4.0 within the tourism industry. This research approach can offer valuable insights into global variations and successful strategies, providing a comprehensive understanding of the diverse impacts and adaptations related to Industry 4.0 in the tourism sector.

7. Conclusion

As the tourism industry in India stands at the cusp of the fourth industrial revolution, the profound impacts of Industry 4.0 are unmistakable. The synthesis of insights from faculty interviews, student surveys, and real-time case studies provides a comprehensive understanding of the dynamic interplay between technology and the tourism industry in India. Faculty members unanimously agree on the transformative impact of I4.0 on the tourism industry. Adaptive teaching methods are deemed necessary to prepare students for the demands of the digital tourism era. Faculty emphasizes the use of technology for enhancing guest experiences, optimizing operations, and making data-driven decisions. The importance of developing digital fluency, data analytics skills, and adaptability among tourism students is underscored. The study acknowledged the need to update the traditional tourism curriculum and incorporate more hands-on learning experiences. These perceptions align with the growing demand for digital skills in the tourism industry. Tourism students express a positive view of I4.0, anticipating a positive impact on the tourism industry. Identified critical skills for success include problem-solving, communication, adaptability, digital literacy, and data analysis. Emphasized the transformative impact of I4.0 on employment patterns in the Indian tourism sector.

The imminent shift towards Industry 5.0 demands a recalibration of values in the tourism sector. Prioritizing human-centric values, the industry must emphasize critical thinking, creativity, and adaptability. Emotional intelligence and ethical considerations take precedence to foster empathy and responsible technology use, addressing concerns related to AI bias and ensuring inclusivity. Sustainability and resilience become imperative, woven into the fabric of tourism practices. Collaboration and co-creation emerge as central tenets, advocating for partnerships among industry, government, and academia to create an ecosystem conducive to adaptation and innovation. Industry 5.0 technologies, such as human-centered AI, virtual reality with empathy training, gamification for sustainable tourism, and collaborative platforms, are envisioned as integral components shaping a future that seamlessly integrates technological advancement with human-centric values. These insights provide valuable guidance for tourism educators and policymakers in preparing the workforce for the demands of the digital tourism area. In conclusion, this chapter contributes a holistic examination of the digital transformation journey in the Indian tourism industry, navigating the challenges of Industry 4.0 and preparing for the human-centric paradigm of Industry 5.0.