Analyzing Tourism Agents’ Perceptions of the Use of Artificial Intelligence

Sampaio, H. A.; Correia, A. I.; Melo, C.; Brazão, L.; Shehada, S.

In Tourism, artificial intelligence already has numerous applications, facilitating processes, adding value to experiences, and improving competitiveness. However, its use raises several questions for companies and tourist destinations. As this research subject in tourism is still limited, the present study, based on nine semi-structured interviews, aims to identify and analyze the perceptions of tourist agents (companies and destinations) about the advantages and/or disadvantages, challenges, implications of use, and also of non-use, of artificial intelligence in the current situation of COVID-19 and in the future. The results underline the unanimous perception of the importance of using technology that does not replace the human component but adds value to it. The implications and suggestions for future work will also be presented.