University of Dhaka

Department of MIS

Term paper on Artificial

intelligence in tourism sector
Name: Saadman Nakib Mohsin

ID: 6194336061

Section: A

Subject code: EMIS 510

Subject Name: introduction to information Technology

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 Use of AI applications in Tourism
Sectors

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Content

s
Section 2: Introduction...............................................................................................................................4
Section 3: Smart tourism & AI....................................................................................................................4
Section 4: Scope of AI in tourism Industry.................................................................................................6
Section 5: AI applications in tourism Industry............................................................................................7
Section 5.1: facial recognition in tourism...................................................................................................7
Section 5.2: Virtual reality in tourism.........................................................................................................8
Section 5.3: chatbot....................................................................................................................................8
Section 5.4: Google maps in AI...................................................................................................................9
Section 5.5: Language translator..............................................................................................................11
Section 5.6: Robotics ................................................................................................................................11
Section 6: optimized service & marketing model by ar...........................................................................12
Section 7: Barriers of AI in tourism industry............................................................................................14
Section 8: References................................................................................................................................15
Section 9: Conclusion................................................................................................................................16

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Section 1.0: Abstract

Purpose - The purpose of this article is to highlight the role of Artificial Intelligence (AI) and
robotics in the tourism industry. Various technologies are integrated to improve customer
service and experience in the field of tourism. The expected changes and challenges in the
field of tourism in the future be focused on this paper.
Methodology - A systematic study on the emerging technology of AI and Robotics applied in
the tourism sector are presented in the form of viewpoint.
Findings - AI certainly increases tourism service experience but cannot exceed the human
touch which is an important determinant of the tourism experience. AI acts as an effective
complementary dimension for the future of tourism. With the advent of artificial intelligence
journey, it is simple to make travel arrangements. AI offers an automated, customized, and
insightful journey. AI allows tourists to learn about their behavior, tendencies, and interests to
provide a personal experience. Gone are the days to consult with a travel agent, to meet
physically, and indulge in an endless chain of disturbing phone calls to inquire about travel
arrangements.
Practical implications - Tourism marketing to see positive change and good that will
improve the overall experience of tourists because of the application of AI and Robotics.
emerging new technologies such as chatbots, virtual reality, translators, etc. can be effectively
applied in the Travel, Tourism & Hospitality industry.
Originality/value - This perspective discusses the application and the role of AI and
Robotics with the assistance of relevant industry examples and theory. This paper highlights
the different technologies that are used and will be used in the future.

Section 2.0: Introduction

In the age of technology-driven, Artificial Intelligence technology is one of the most

innovative inventions that has revolutionized various industries worldwide. Artificial
Intelligence (AI) can be referred to as the development of computer systems that can perform
tasks and activities that require human intelligence (Russell and Norvig 2016, p. 4). Artificial
Intelligence first appeared in 1956 in John McCarthy Dartmouth Summer Research Project.
Over the years, much of the success of AI has followed in the form of heuristic search,
character recognition, facial recognition systems, natural language processing, and the
concept of mobile robotics. In the 1980s years, conceptual advances have been made in the
field of technology-driven, and its applications have increased significantly (Issa et al., 2016).
During the 1990s, technological arrangements made significant progress, particularly in the
field of Artificial Intelligence. This growth was mainly due to the advanced and new types of
technologies allows engineers to use large volumes of data, efficiently build a robot, and
work on the enhanced computing power. Since then, the concept of AI has come a long way

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and change the power of technology. In the 21st century, Artificial Intelligence has reached a
climax and has the potential to have a profound impact on individuals, organizations, and
industry to a significant extent.
As with other sectors, tourism is also facing a more automated future. tourism suppliers have
started using intelligent machines in their operations. After introducing the android robot
called Spencer to guide passengers at Amsterdam Airport Schiphol in 2015 (KLM 2015,
KLM, 2016), a new robot KLM Royal Dutch Airlines, Care-E, a self-driving trolley
intelligent, tested and rolled out in 2018 to help airline passengers carrying their luggage to
the gate (CNN, 2018). The first robotic Hotel, Henn na Hotel, opened in Huis Ten Bosch, a
theme park in Japan, in 2015 (Guardian, 2015). since then it has expanded its operations to
various locations elsewhere. Personality Hotels dinosaurs hiring receptionists, porters robot,
dressing room, and in-room personal assistant, to name a few. Although a full robot like this
may still be a rare case today, around the world have implemented intelligent automation for
some of their customer-facing operations, such as autonomous check-in, a virtual personal
assistant, and a robotic delivery room. Indeed, Ivanov and Webster, 2019a, Ivanov, and
Webster, 2019b suggest that with the advances in robot technology comes the tremendous
potential for various aspects of tourism services that will be automated.
Technology has gradually made way for itself in the tourism industry and reduce the process
is done manually. As the tourism industry has always been an early adopter of technology,
has been welcomed with open arms AI (World AI Show 2019). The concept of Artificial
Intelligence has entered into a business context because it can allow marketers competitive
industrial settings to automate processes and streamline operations. Initially, it was used to
simplify the marketing process, but in the present, AI technology leaves its mark on every
aspect of tourism such as welcoming guests, serving them, and listening to their needs (World
AI Show 2019). AI is being used in the tourism industry for various purposes such as
increasing the level of personalization, tailoring recommendations from the customers, and
ensures a fast response time even when the staff member was not present. The presence of
artificial intelligence has become so important in industrial settings that are being used to
assist and communicate with customers and thereby strengthen the quality of engagement
(revfine.com, 2019).
The purpose of this perspective is to capture how Artificial Intelligence technology has
entered the tourism scene and brought revolutionary changes in industrial settings. this
viewpoint effort to provide comprehensive knowledge about various AI technologies are
being applied, the implications, challenges, and future potential in the Travel, Tourism &
Hospitality segment. In the technology-driven times, the topic can shed light.

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Section 3.0: Smart tourism & AI

international business machines corporation (IBM) first proposed the concept of "intelligent
tourism" in 2008. After that, the traditional tourism industry was rapidly integrated with the
Internet, Internet of Things, cloud computing, and AI technology. Not only that, but China
had also proposed to make China ICT realized and modernization of tourism in 2011. Also,
with the implementation of the "Internet +" action plan proposed by the state council in 2015,
Internet applications, and automatic control technology has attracted growing attention.
transmission of information characteristics of tourism and the popularity of smart mobile
terminals, such as smartphones and tablet computers, laid the foundation for smart tourism
proposal. Based on the information and communication technology, intelligent tourism is a
systematic reform and intensive management to meet he personal needs of travelers,
providing high-quality and satisfactory service, and to realize share and effectively utilize the
tourism resources and social resources. The core technology of smart tourism cloud
computing, Internet of things, mobile terminal communication, and artificial intelligence.
Four core technologies and related intelligent tourism inherently integrated, which form the
overall framework in which technical clever artificial tourism intelligence is an important part
of the framework of core-technology of intelligent tourism, and core and link intelligent
tourism. Artificial intelligence is a key technology to effectively handle and make full use of
the rich resources of tourism information and to integrate fragmented and independent
tourism industry application system.
AI industry of China developed rapidly, and many technologies such as voice recognition,
visual recognition, machine translation, and information processing are at the leading level in
the world. Breakthroughs have also been made in smart chips and profound learning.
development of artificial intelligence technology and internet technology have profoundly
changed our lives. It will greatly improve efficiency and increase our standard of living in the
various fields. Superposition intelligent plant, producing intelligent, human-computer
interaction, 3D technology, machinery recognition, Internet of things, big data, and cloud
computing and other technologies have ushered in a new wave of the technological
revolution. Currently, artificial intelligence has been well used in industrial production,
tourism, intelligence, medical care, education, and other aspects. The development of
artificial intelligence has been brought opportunities and challenges for the tourism industry.
With maturity and Internet applications things, cloud computing, big data, in-depth learning,
and other technologies, smart tourism emerged in historic moments. With the help of
artificial intelligence technology and artificial intelligence products, tourism services, tourism
management, tourism development, tourism experience, tourism marketing, and other aspects
of the overall upgrade, promote the transformation and upgrading of tourism to the direction
of comprehensive services and personal customization, to provide users a better tourism
experience.
Technology is changing the lifestyle of people. "The technology of artificial intelligence +
tourism" is new cross-border integration of science and technology and tourism industries,
which will surely redefine the mode of travel and the travel experience. At present, many
domestic scenic spots have made efforts to benefit and achieve social and economic benefits
are good, such as the introduction of smart hotels and beautiful virtual reality. In particular,

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strong coverage of the wireless network at the beautiful freckles, full coverage of high tech
technology like the Internet of things is a basic ingredient of smart tourism.

Section 4.0: Scope of AI in tourism

Although the Artificial Intelligence (AI) is a contemporary problem, there are some
interesting findings that trigger the use of AI in the Travel, Tourism & Hospitality Industry.
There are several studies conducted in the past, the use of AI in the Travel, Tourism &
Hospitality Industry by companies such as Tata Consultancy Services, Google Travel, Trip
Advisor, etc. (Viglia et al., 2014). This study reveals several important findings were
favorable for Travel & Tourism companies. A survey conducted by Tata Consultancy
Services (TCS) was established that 85 percent of travel and hospitality service providers
using Artificial Intelligence in their business (Anurag, 2018). The study reported that this
may be due to the rapid rise in sales of the digital journey, which is expected to cross $ 800
billion in 2020 (Chawla, 2019). Journey Google and Trip Advisor were established that 74
percent of customers plan their tourism trip using the Internet, where more than 45 percent of
customers are planning to use a smartphone (Peranzo, 2019). Another survey showed that 85
percent of customers decide their travel activities, after achieving their goal (thinkwithgoogle.
com, 2016). 36 percent of customers prefer the Interactive ordering process and 80 percent of
them choosing self-service technology to the traditional services (Peranzo, 2019). 90 percent
of customers expect relevant information about the trip while they travel to the destination
(thinkwithgoogle.com, 2016).
timely information to customers on key factors such as the Natural Resources, facilities
Public Infrastructure, infrastructure facilities Tourist facilities tourism infrastructure goals,
etc. This information can be in the form of messages interactive, self-service technology,
chatbots, audio tours, virtual tours, process reservations interactive, face recognition
technology, language translation, cross-selling and up-selling, at competitive prices, easy
shopping, etc., which are discussed in detail in the next section.

Section 5.0: AI applications in tourism industry

There are several new technologies developed in the Artificial Intelligence domain. This
technology helps in providing a new experience for the customer. These technologies include
Facial Recognition Technology, Virtual Reality applications, chatbots, Robots, Artificial
Intelligence in Google Maps, Language Translator, Audio tours, Convenient Shopping, etc.

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Section 5.1: Facial Recognition in tourism

Facial Recognition is an application of AI technology that is getting more important and

applications in various industries for varied purposes. Facial Recognition is being adapted in
the travel and tourism industry is also on a large scale. For example, the traveler must
undergo a series of complex processes that are repeated in the form of scrutinization travel
documents by various authorities such as customs, immigration, and airport. the complexity
of this process consumes a lot of valuable time, which in turn leads to a kind of frustration in
tourists (Patel, 2018). To reduce the kinds of interference, facial recognition technology has
come into play. This technology recognizes the faces of the tourists, verify with the face in
the document, and provide a hassle-free check-in. By using this technology, visitors can
conveniently pass through the airport check-in and all the other station check-in, without
verification of documents by various authorities such as immigration, customs, etc. (Chang
and Yang, 2008). This technology is being applied by the Organization ShoCard low (Saulat,
2018)

Picture 1.0: Facial Recognition

Section 5.2: Virtual Reality in tourism

Virtual Reality (VR) technology generally uses a VR headset to create a simulated environment. The
simulation environment provides a virtual reality experience. Customers using VR technology
experience for most environments in 3D, the digital world (Guttentag, 2010). In recent days, the
technology is used by travel companies, tourism, and hospitality. These companies show the tourist
places and locations by using 3 videos D. There is a huge gap that exists between customers and
hoteliers. Customers at a distance are usually not aware of the atmosphere of the hotel, room
quality, etc. hoteliers describe their hotel on the web site; provide some pictures and videos that will
not give a complete picture to the customer. Most of the time, this type of approach results in
ambiguity to the customer. Customers who are at a great distance, are unable to assess the
atmosphere and environment of the hotel, quality hotel rooms, hotel facilities, etc. This problem is
easily solved with the application of virtual reality (Guttentag, 2010; Yung and Khoo-Lattimore,
2019). information to customers. This information makes the customers decide about their
travel beforehand.

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Virtual reality technology the perfect gateway for travel and exploring locations not seen
before. Marketers provide a virtual journey to the customer to the hotel & tourism spot by
partnering ourselves with hotels, places of tourism (ie museums, parks zoo, and all other
recreational areas) (Jung et al, 2016. Jung et al, 2017). In the past, there are some hotels that
Marriott, Dubai Atlantis Hotel which partnered themselves with marketers to provide
customers a virtual experience (Van Kerrebroeck et al., 2017). Booking Virtual Interface
allows customers real-time, flight simulation experience to walk through and choose a seat on
the plane. Customers also choose other services such as taxi services and make payments.
The demonstration of easy booking air tickets and other services in the form of 3-D video
allows customers to order their own, without approaching any consultant. This helps the
airline to become the next generation retailer. Some companies such as flight booking
interface Navitaire use the services of a virtual (Wilde, 2017).

Picture 1.1: Virtual Reality in tourism

Section 5.3: Chatbot

“Chatbot is a piece of software that conducts a conversation via auditory or textual methods.”
There are mainly two types of Chatbots, namely Text message-based chatbots & Voice based
chatbots. Text message-based chatbots provide message services to the queries of customers
in the form of text messages. Voice-based chatbots provide message services to the queries of
the customers in the form of voice-based messages (Kumar et al., 2018; Kumar et al., 2016).
Chatbots are typically computer software machines, which are pre-programmed to answer the
simple questions raised by the customers (Oh et al., 2017). Chatbots has inbuilt programs that
identify the keywords within the questions that trigger the number of responses in response to

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a single question. This key feature of sending out multiple responses to a single question
immediately has been a notable aspect of chatbots (Makar and Tindall, 2014). Moreover,
chatbots can be accessed 24/7 for all the 365 days in a year. These key features made chatbots
to replace the employees. Some companies offer a unique experience using travel chatbots.
The travelers can ride the car on their own without any guide & the travel chatbot installed in
the car keeps on describing each place. This technology is named as an Audio tour, which is
preferred by the travelers who wish to have privacy & travel alone with their families
(Boiano et al., 2019).
Each hotel guest you want to have a great experience. Inevitably, guests need some or other
information about the hotel facilities. That's where chatbots come into play. Personalization is
a key component that marketers need to integrate with their services. Especially, chatbots-
based Voice-profile providing personal service to customers. It served its customers by
offering a variety of services such as ordering food, taxi services, read messages, scheduling
tasks, and appointments, setting alarms, room service, house-keeping, inform the hotel
facilities, etc. (Gajdos'ık and Marxists, 2019). All in all, it acts as a guest assistant. Chatbots
can even keep the previous data of the guests by which they can suggest recommendations
based on past purchases and activities. voice-based chatbots are specifically intended to
improve the hospitality, which in turn increases customer engagement and experience
(Nagaraj and Singh, 2018, 2019). Provide a great guest experience can be chatbots for
hospitality. Some hotels use chatbots ie, Marriott, Hyatt, Hotel GRT (Gajdos'ık, and Marxists
in 2019; Seal, 2019).

Picture 1.2: Chatbot

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Section 5.4: Google Map in tourism

Google Maps with the help of Artificial Intelligence is now able to provide a live view of the
real world. New features in Google Maps immediately start the camera and start scanning
around, to find such visual landmark buildings, storefronts, etc. Travelers can activate the
Google Maps application to find out their exact location and experience live view from
Google Maps. This will provide details about the shops, companies, hotels, shopping malls,
cinema theaters, restaurants, canteens, recreation zones, etc., so as to provide a location-based
experience (Xiao et al., 2018). By utilizing the live view, tourist trips in the right direction,
without confusion (Ruotsalainen et al., 2011). In short, the newer version of Google Maps
acts as local guides.

Section 5.5: Language Translator

There are several software applications to translate one language into another. This
application helps especially for tourists who visit foreign locations where they find a foreign
language. Traveling abroad can be tough, especially when there is a language barrier. This
problem can only be solved if tourists take advantage of every local guide, who can speak the
local language. However, the application software can replace a local guide, by translating a
foreign language into a foreign language. Some applications that "Google Translate" will
perform the task. this application Travelers are often disadvantaged when it comes to reading
the board and the menu at the hotel, in a location unfamiliar with a foreign language. The
"Camera Integration" option can be used to translate the board and the menu at the hotel from
foreign locations. This application scans the board and the menu, with a cell phone camera
and translates the information present on the board and into the language selection menu (Ma
et al, 2000; Tatwany and Ouertani, 2017). This can help travelers who want to read the menu
in the hotel and understand the board. This application can also translate words or messages
that are in photos taken by the camera (Tatwany and Ouertani, 2017). This feature can help to
tourists who want to catch some information for the moment and want to have it translated
later. These applications help out tourists to interact with local communities. Travelers can
move to the local canteen, shopping malls, and all other recreational zones where they can
interact with the local people in their own language, which gives a new experience for the
tourists visiting a foreign place (Chavre and Ghotkar, 2016). In the marketer's perspective,
these technologies improve customer experience (experience rating) and the involvement of
customers (tourists involvement) (Bayern, 2018).

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Section 5.6: Robotics in tourism

technology to perform simple activities such as turning on the bedroom light, turn off the
television, to ensure baggage handling system is checked automatically and receiving guests
at a hotel. The receptionist robot has become a trend in the tourism industry, which has direct
implications on the interaction and experience of their customers and guests. They even take
care of aspects of room service so guests will not face any problem while checking into a new
hotel room. In some famous hotels of the Marriott as the St. Regis, Westin, and Aloft, Alexa
robots have been getting a lot of attention. Similarly, at the airport, robots have started to
make their presence, and they are being used as a guide and assistant. Some of the main
advantages of the robot in the tourism industry include improving the customer experience,
the simplification of work processes, the ability of the human factor to focus on other
activities, and increase the efficiency of the tourism business.
The introduction of AI in the tourism industry is the reality of the current era. For example,
Japan's tourism and hospitality-a well-known company Henn Hotel has introduced various
types of robots in the workforce, including robotic dinosaurs. This robot is responsible for
taking care of the front desk activities and receive guests. Although it may sound strange
enough, this is one example that shows the AI technology has come a long way in the tourism
industry and has a long way to go too. Thus, AI has introduced a silent revolution in the
hospitality and tourism industry that can not be ignored.

Section 6.0: Optimized services & marketing model by AI

With the use of Artificial Intelligence in combination with a Maximum Likelihood algorithm,
service providers can deliver optimized service. Maximum Likelihood algorithm that uses
past data and demonstrates the values possible price (Moraga-Gonza'lez and Wildenbeest,
2008). This algorithm will suggest the timings in which prices rise and the timing in which
the price down (Kumar et al, 2018 ;. Song and Jiang, 2019). Therefore, shows the best timing
to customers in terms of price. This technology is used in many tourist areas, such as hotel
bookings / low service / Cab. Using this technology the customer can decide whether to book
a hotel/flight / Cab or wait until prices fall (Ropero, 2011). Likewise, Artificial Intelligence
also helps in cross-selling. Cross-selling is a sales strategy, where there is a complementary
product sales to customers. For example, if a tourist is looking for a taxi-service, Artificial
Intelligence will provide a pool of advice, where there is a suggestion of a taxi service along
with hotel services, recreation zone nearby, etc. Some online companies such as

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"Hopper.com" optimize the travel experience with provide information not only on the main
service but also on additional services that complement the main service (Bulanov, 2019).
In the tourism industry, traditional marketers are often criticized for the way they campaign
and non-transparent marketing methods. By using artificial intelligence to make part of an
operation plan to be open and transparent, it will be easy to win the trust rating soon. At the
same time, unlike
Traditional marketing personnel, artificial intelligence can communicate with tourists either
through language and face recognition system, which can improve the language barrier
brought about by face-to-face communication or a bad purchase experience caused by
personality differences. an intelligent appropriate conversational style and techniques can be
used to shift the focus from visits to merchandise. In this link, a feedback control system in
the automatic control system should be used a lot, and different responses need to be made
according to the response of passengers in real time. The machine learning, deep learning and
fuzzy learning functions of artificial intelligence are applied to create the best travel route
recommendation for passengers through the APP. Machine learning is the study of computer
simulation of human learning behavior to obtain new knowledge or skills, the use of artificial
intelligence in all fields. With the help of machine-learning technology, we can timely push
the best travel routes to tourists and create personalized travel services. In addition, the
function of landmark positing and the technology of information recognition are used to
create smart maps to help tourists travel better. Smart map can provide tourists with practical
information such as surrounding scenic spots, accommodation, catering, gas stations, parking
lots and public toilets, so as to facilitate tourists' choice, analyzing tourists' travel information
and recommending travel itinerary, providing real-time road conditions and instant traffic
information to avoid traffic congestion and to improve travel efficiency.
The rapid development of information technology and tourist demand for information
services promote the rapid development of smart tourism. artificial intelligence technology is
the core Technology savvy and tourism play an important role in promoting the development
of intelligent tourism. artificial intelligence technology enabling travelers to gather and seek
to disseminate tourism information and tourism information from the tourism business
operators. This helps to intellectualization promote the tourism interpretation system and call
the service reform Hotel. At the same time, artificial intelligence technology plays an
important role in promoting the prediction of the number of tourists, improving the quality of
the scenic spot management, tourism administration management efficiency, and intelligence
of the tourism route planning. Traditional dispatchers need to spend a lot of manpower and
material resources and scheduling Securities and speed are often unsatisfactory. Replacing
traditional dispatcher with artificial intelligence can significantly increase the time of
rescheduling. The real-time image-transmission system set in each beautiful place. Robot in
every place scenery convert images into data and then obtain Results of the calculations
through analysis and processing, and analyzing the flow of people at various points. That
artificial intelligence each beautiful place and the artificial intelligence of the general delivery
room establish communication via the communication protocol, upload the data into a
common delivery room and then complete real-time transmission of information, and to
complete the task scheduling.

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Section 6.0: Barriers of AI in tourism

Although Artificial Intelligence superior fast, there are restrictions on its use by illiterate
(Reddy, 2006). This limitation must and will go beyond such when demands with innovative
solutions coupled with emerging technologies and updating policies. No matter what all the
AI field replaces human effort, giving rise to a debate on the AI replacing Human
Intelligence, still the answer and resolve many unanswered questions in the various business
segments. Despite the fact that the "Artificial Intelligence" provides monetary benefits to
replace employees and non-monetary benefits by providing a unique experience to its
customers, it still cannot go beyond the wit of man, because it is still an emerging area
(Laurent et al., 2015).
Another major challenge in the use of AI is the safety and security of the data. The main
concern is the application of AI in some important sectors such as finance and the military is
an ongoing challenge. For example, using Blockchain technology in facial recognition
software ensures the safety and security of the data; some countries are still reluctant to use
facial recognition technology for privacy and data security issues (Bowyer, 2004). Chatbots,
the hotel keeps a history of past purchases, the history of challenging data privacy and
security issues. It is a challenge to the privacy and security of data (Kannan and Bernoff,
2019).
The main problem with software-controlled services is that small malware attacks can disrupt
software programs and operations performed by the service provider, which is leading to
chaos. Despite the advanced AI technologies and the future, small service providers can not
afford this technology, as it requires a large investment (Murphy et al., 2017).
Although chatbots & Robots could replace human labor, customers still rely on human labor,
when it comes to the query that involves complexity. Machines such as chatbots are limited
only to answer simple questions. It uses the keywords in question to provide answers. When
there is a problem to be solved and complex emergencies, customers still rely on human labor
(Lommatzsch, 2018).

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Boiano, S., Borda, A. and Gaia, G. (2019), “Participatory innovation and prototyping in
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Bowyer, K.W. (2004), “Face recognition technology: security versus privacy”, IEEE
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Bulanov, A. (2019), “Benefits of the use of machine learning and AI in the travel
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Section 9.0: Conclusion

The main problem with software-controlled services is that small malware attacks can disrupt
software programs and operations performed by the service provider, which is leading to
chaos. Despite the advanced AI technologies and the future, small service providers can not
afford this technology, as it requires a large investment (Murphy et al., 2017).
Although chatbots & Robots could replace human labor, customers still rely on human labor,
when it comes to the query that involves complexity. Machines such as chatbots are limited
only to answer simple questions. It uses the keywords in question to provide answers. When
there is a problem to be solved and complex emergencies, customers still rely on human labor
(Lommatzsch, 2018).
Although the application of Artificial Intelligence technology will lead to many benefits at
the industry level, the level of organization, and the customer level, it can also cause a variety
of challenges and complexities. For example, introducing different types of AI in the business
context of the tourism industry will not be an easy job. the business venture will require
adequate financial resources to build secure and robust technical infrastructure. The
increasing use of robots, chatbots, and other AI technologies would mean that the actual
human interaction will be limited in the tourism industry. This could have negative
implications on tourism travel and end-user experience. A technology-based approach can
lead to new technical problems, complex, and challenging the unknown. Marketers operating

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in the tourism industry should integrate seamlessly technology so that the technology will be
easy to use, and at the same time, it would be beneficial to all stakeholders. The process can
be quite long as Artificial Intelligence technology is still in its early stages.

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