DOI: 10.70870/joinesp.1880575 ISSN: 2980-2636

Artificial Intelligence–Assisted Tourist Guiding: SWOT Analysis and Future Perspectives

Muhammet Nimet Çavuş, Seda Sarıbaş, Fatih Ulutaş
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This study examines the strengths, weaknesses, opportunities, and threats of the use of artificial intelligence in the field of tourist guiding within the framework of a SWOT analysis. Based on evaluations in the literature, it is observed that AI-assisted guides offer many advantages such as 24/7 accessibility, multilingual support, rapid information flow, and personalized experiences. However, the lack of elements such as cultural connection, storytelling, and empathy provided by human guides, as well as issues of reliability, have been identified as significant limitations. It is observed that artificial intelligence offers innovative solutions supported by tourism digitalization, augmented reality, and big data analytics. Nevertheless, threats such as job losses, data security issues, and uncertainties in legal regulations indicate that this technology needs to be managed carefully. As a result, although AI-assisted guides are not expected to completely replace human guides, it is anticipated that they will enhance tourist experiences by playing a complementary role in the sector and improve tourist experiences.

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