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Lunch seminar in presence

Building BL26 – Room 0.19 (ground floor)
Department of Management, Economics and Industrial Engineering
Via R. Lambruschini, 4/B

Sergio Ibáñez-Sánchez
University of Zaragoza, Spain

Abstract:

Artificial Intelligence (AI) and Extended Reality (XR) technologies are increasingly shaping the way tourism experiences are designed, delivered, and consumed. These two emerging technologies are not only enhancing the personalization and emotional richness of tourist experiences, but also transforming how people perceive, interact with, and respond to destinations, hospitality services, and tourism brands. This seminar explores the growing role of AI and XR in tourism, focusing on their potential to create immersive, sensory, and meaningful experiences that influence tourists’ decision-making and behavior. Through recent academic findings and practical examples, the session provides an overview of how these technologies are redefining the tourist journey: from inspiration and planning to on-site interaction and post-visit engagement. The seminar also reflects on some of the challenges and opportunities that come with the integration of AI and XR in tourism settings, such as ethical considerations, technological limitations, and implications for industry professionals. Overall, the session aims to offer useful insights for researchers, tourism practitioners, and anyone interested in how AI and immersive technologies are reshaping the future of travel experiences.

Sergio Ibáñez-Sánchez, PhD, is Associate Professor of Marketing at the University of Zaragoza (Spain). His main research line focuses on analyzing the impact of new technologies on the customer experience. The main results of his research have been published in journals specialized in marketing (e.g., Journal of Business Research; Journal of Retailing and Consumer Services), information management (e.g., International Journal of Information Management), psychology (e.g., Psychology & Marketing; Cyberpsychology, Behavior, and Social Networking) and tourism (e.g., International Journal of Hospitality Management; Journal of Hospitality Marketing & Management). His research has received several awards such as the DON E. SCHULTZ Best Competitive Paper Award (International Conference on Corporate and Marketing Communications) and the IFITT PhD Thesis Excellence Award. He serves the International Federation for IT and Travel & Tourism (IFITT) as the Director of Digital Services.

Lunch Seminar in presence

Building BL26 – Room 0.19 (ground floor)
Department of Management, Economics and Industrial Engineering
Via R. Lambruschini 4/B, 20156 Milano

Georgi Chaltikyan
Deggendorf Institute of Technology, Germany

Abstract:

Artificial Intelligence for Health (AI4H) is rapidly transforming the landscape of global health by enhancing clinical decision-making, automating diagnostics, optimizing resource allocation, and enabling real-time data analytics. Advances in machine learning, natural language processing, and generative AI are being integrated into electronic health records, imaging, triage systems, and population-level surveillance. Research focuses on diagnostic accuracy, early detection, and operational efficiency. However, challenges remain, including data bias, algorithmic transparency, regulatory uncertainty, and the need for ethical and governance frameworks. Digital Precision Health (DPH™), or the 10P-Health™ paradigm ‒ Predictive, Preventive, Personalized, Precision, Participatory, Pertinent, Proactive, Pervasive, Permanent, and Platform-based Health ‒ offers a model for digitally enabled, person-centered care. Based on longitudinal data from genomics, metabolomics, sensor data, microbiome, and social interactions, 10P-Health uses digital technologies to personalize care and scale impact at the population level. Together, AI4H and 10P-Health chart a transformative path toward equitable, preventive, and sustainable health systems.

Georgi Chaltikyan is a medicine and healthcare professional trained as a general and laparoscopic surgeon, with more than 25 years of experience in clinical practice, medical and healthcare education and research, and healthcare project management. He is a recognized expert, educator and researcher in Digital Health, as well as in International and Global Health, and Healthcare Information Management. He is a tenured Professor, Head of Master of Digital Health (MDH), and Founder and Head of a WHO Collaborating Center on Digital Health Education, Research and Development at the European Campus Rottal-Inn of Deggendorf Institute of Technology (DIT-ECRI) in Bavaria, Germany, as well as Head of a Research and Education Center of Digital Health at Russian-Armenian University (RAU) in Yerevan, Armenia. He is the Founder and current Chairman of the Armenian Association of Digital Health (AADH). His research interests focus on Digital Health Education, Global and International Strategies and Policies in Digital Health, and Digital Precision Health (10P-Health).

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