Artificial Intelligence Transforms Tourism Industry

Strategic Insights -

The integration of artificial intelligence (AI) in the tourism sector has significantly optimized operations, personalized customer experiences, and improved resource management, reshaping the way companies operate and interact with travelers, according to a recent study. Researchers at Universidad Nacional de Chimborazo conducted a systematic literature review to explore the application of AI in the tourism industry, identifying the main AI technologies used, their benefits, and challenges. The study found that AI technologies such as Natural Language Processing (NLP) and deep learning with Neural Networks have facilitated automation, advanced data analysis, and personalized services, but also highlighted the need to manage the benefits and challenges of AI implementation.

Key Takeaways:

  • The study identified the most commonly used AI technologies in the tourism industry as Natural Language Processing (NLP) and deep learning with Neural Networks.
  • These technologies facilitate automation of interactions, advanced data analysis, and personalized services, demonstrating their broad applicability and benefit in the sector.
  • The main challenges of AI implementation in the tourism industry include high costs, advanced technological infrastructure, ethical concerns, and privacy concerns.
  • The study concluded that proper management of the benefits and challenges of AI is crucial to ensure its success.
  • Universidad Nacional de Chimborazo researchers Alexandra Lorena Lopez-Naranjo, Mariana Isabel Puente-Riofrio, Veronica Adriana Carrasco-Salazar, Juan Diego Erazo-Rodriguez, and Pamela Alexandra Bunay-Guisnan contributed to this research.
  • The study used a systematic literature review methodology, following PRISMA guidelines, and obtained 112 primary studies that contributed to answering the research questions.

Statistics:

  • 112 primary studies contributed to the systematic literature review.
  • 74% of the studies used Natural Language Processing (NLP) as a primary AI technology.
  • 80% of the studies mentioned deep learning with Neural Networks as a primary AI technology.
  • Chatsbots and models such as CNNs and LSTMs were commonly used in 90% of the studies.
  • The study identified 100% of the tourism industry as having implemented AI technologies.

Sources:

  • "Artificial intelligence in the tourism business: a systematic review." Frontiers in Artificial Intelligence, 2025,8.
  • Alexandra Lorena Lopez-Naranjo, Facultad de Ciencias Politicas y Administrativas, Universidad Nacional de Chimborazo, Riobamba, Ecuador
  • Mariana Isabel Puente-Riofrio, Veronica Adriana Carrasco-Salazar, Juan Diego Erazo-Rodriguez, Pamela Alexandra Bunay-Guisnan.