AI travel paradox curatorial proposals to manage new organizational and governance challenges within a Luhmannian sociosemiotic framework
Gustavo MarkierPurpose
I propose ways to create governance modalities to improve the sustainability of the social systems involved, through curatorial interventions in institutional and corporate management.
Design/methodology/approach
This article included comparison of the number of travel planning app ratings on App Store – a trend in the presence of travel apps on travel blogs, a comparative analysis of web access to different sites capable of generating AI-based itinerary interactions and a comparative analysis of the sequence of consumer iterations with AI.
Findings
As a result, the distorting imbalance generated by the interaction between media systems and the tourism system generates a type of bias based on the absence of negative feedback that enables the autopoiesis of the joint system.
Research limitations/implications
The research focuses on two moments: July 2024 and July 2025.
Practical implications
The creation of expert curatorial positions in organizations led by human beings for the verification and intervention to optimize content and coding can be a relevant functional systemic modification within institutional management strategies.
Social implications
The current form of structural coupling between the mass media system, embodied in contemporary AI tools, and the tourism destination system faces challenges of congestion in terms of carrying capacity and frustration in terms of meeting consumer expectations, emerging as a paradox of global dimensions between both systems related to travel experience and consumption.
Originality/value
To provide new analytical tools to clarify the systemic phenomenon of the AI paradox in travel and to stimulate management intervention modalities to achieve a sustainable balance.