Artificial Intelligence in Tourism: Opportunities and Challenges Seen by Travelers
Authors
Li-wei Liu
Department of Leisure Service Management, College of Management Chaoyang University of Technology, Taichung, Taiwan; (CN)
Anfitri Sihombing
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan; (CN)
Idrus Jamalulel
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan; (CN)
Pahrudin Pahrudin
Faculty of Social Sciences and Economics Universitas Hamzanwadi; (CN)
Article Information
DOI: 10.51583/IJLTEMAS.2025.1412000026
Subject Category: travelers; artificial intelligence; opportunities; challenge; tourism
Volume/Issue: 14/12 | Page No: 300-305
Publication Timeline
Submitted: 2025-12-30
Published: 2025-12-30
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
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References
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