Applications of Artificial Intelligence (AI) in the Tourism Industry: A Futuristic Perspective

Abstract

Purpose

This chapter aims to highlight the existing applications and future prospects of Artificial Intelligence (AI) in the tourist business. In addition, this chapter investigates the obstacles in using AI in the Indian tourist industry.

Design/Methodology

To achieve the study's aims, both primary and secondary data are used. Using secondary sources, desk research was conducted to investigate the existing uses and future prospects of AI application in the global tourism industry. In addition, qualitative interviews with 25 executives in the Indian tourist business were undertaken to study the obstacles to using AI in the Indian tourism industry.

Findings

The research found that the applications of AI in the worldwide tourist business are extensive. Nonetheless, corporations are actively using AI-based technology to improve the customer experience via chatbots, intelligent forecasting and smart, tailored travel experiences. The qualitative interviews found that the implementation of AI technology in the Indian tourist industry is hindered by budgetary restrictions, knowledge constraints and barriers relating to human resources.

Originality/Value

The use of AI in the tourism business may significantly improve the client experience. As a consequence, the use of AI-based chatbots and intelligent travel aides is growing exponentially. The research examined the many uses of AI in the worldwide tourist industry as well as the obstacles associated with the deployment of AI in the Indian tourism industry.

Citation

Deepthi, B. and Bansal, V. (2023), "Applications of Artificial Intelligence (AI) in the Tourism Industry: A Futuristic Perspective", Tučková, Z., Dey, S.K., Thai, H.H. and Hoang, S.D. (Ed.) Impact of Industry 4.0 on Sustainable Tourism, Emerald Publishing Limited, Leeds, pp. 31-43. https://doi.org/10.1108/978-1-80455-157-820231003