INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XII, December 2025
Artificial Intelligence in Tourism: Opportunities and Challenges Seen
by Travelers
Anfitri Sihombing1, Idrus Jamalulel1, Li-wei Liu2* and Pahrudin Pahrudin2,3
1Department of Business Administration, College of Management, Chaoyang University of Technology,
Taichung, Taiwan;
2Department of Leisure Service Management, College of Management Chaoyang University of
Technology, Taichung, Taiwan;
3Faculty of Social Sciences and Economics Universitas Hamzanwadi;
Received: 10 December 2025; Accepted: 17 December 2025; Published: 30 December 2025
ABSTRACT
Integrating artificial intelligence (AI) into tourism becomes increasingly impactful for consumer behavior. We
investigated the impact of AI on the tourism industry and the opportunities and challenges for travelers and
service providers. Using a qualitative method, a structured questionnaire was created to explore the perceptions
of travelers and industry stakeholders regarding AI integration. Data were collected through in-depth interviews
with participants who had engaged with AI-enhanced services in tourism. The results revealed how AI
technologies have reshaped travel experiences, service efficiency, and customer satisfaction. The results
contribute to the understanding of AI's role in the tourism industry and provide a foundation for future research
on effective strategies for AI implementation in tourism.
Keywords—Travelers; Artificial Intelligence; Opportunities; Challenge; Tourism
INTRODUCTION
Artificial intelligence (AI)is widely used in today's society, serving as the backbone and influencing daily
routines and interactions. AI offers vast opportunities for the tourism industry. The tourism industry is
transforming with the integration of AI. Advancements in AI facilitate the tourism industry’s development into
a smart system. In the hospitality and tourism industry, the Internet of Things (IoT), big data, and cloud
computing [1,2] serve as essential technologies for data collection and analysis. By adopting such AI tools,
environmental, social, and governance (ESG) goals can be achieved in a sustainable technology framework [3].
These technologies also allow companies to track and manage their resource consumption, energy use, and
emissions, aligning their operational goals with sustainability objectives [3]. Moreover, virtual reality (VR) and
augmented reality (AR) allow travelers to explore destinations before they arrive effectively [1,2].
AI technologies are easy for travelers to use. Travelers gather information, share, and recommend on social
media using AI [4]. Social media and AI tools such as ChatGPT [5] and Chatbot provide recommendations for
travelers for their needs. Travelers gain information to plan itinerary and budget [6].
ChatGPT and Chatbot are integrated with travel websites to provide real-time data and personalized information
and suggestions for transportation, activities, restaurants, hotels, and attractions [5].
However, the overreliance of travelers on AI tools is a challenge due to privacy, data security, and ethical issues
associated with AI utilization [7]. Negative impacts such as incorrect information are also observed when
searching for travel information. Incorrect recommendations and travel information mislead reviews on
accommodations and attractions which erodes trust in the AI system. When travelers encounter incorrect
information, they doubt reliability, making them less use AI tools in the future. Trustworthiness is critical in
Page 300
