Turizm İşletmelerinde Yapay Zekâ Uygulamaları: Fırsatlar ve Kısıtlılıklar (Artificial Intelligence Applications (AIA) for Tourism Businesses: Opportunities and Challenges)
DOI:
https://doi.org/10.21325/jotags.2024.1494Keywords:
Artificial intelligence, Integration, Tourism, Opportunity, ChallengeAbstract
The aim of this study is to contribute to the body of knowledge by identifying the opportunities and potential challenges of artificial intelligence (AI) technologies in the tourism industry from the perspective of tourism businesses, and to provide practical recommendations for industry representatives. In this context, a review of the existing literature was conducted, and relevant industry practices were examined. The findings indicate that AI applications in the tourism industry offer significant benefits, including 24/7 uninterrupted service encounter, improved operational and labor efficiency, increased guest satisfaction, enhanced service quality, cost reduction, and personalized service delivery. However, it has been observed that there are also challenges for tourism businesses, such as the lack of creativity and human touch, high investment, installation, maintenance, and update costs, privacy and security concerns, resistance to change from employees and guests, and job security concerns among employees. The positive impact of these technologies on guest satisfaction appears to be possible through human and AI collaboration. Given the expected widespread use of AI in the tourism industry in the future, tourism businesses are recommended to adopt innovative and adaptive strategies. In this regard, the study emphasizes the importance of multi-stakeholder collaboration for the sustainable integration of AI in the tourism industry.
References
Adalı, E. (2017). Yapay zeka. İTÜ Vakfı Dergisi, 75, 8-13.
Akgün, A. (2023). Otel faaliyetleri için yapay zekâ destekli uygulamalar. Selçuk Turizm ve Bilişim Araştırmaları Dergisi, (3), 1-21.
Akhtar, N., Khan, N., Khan, M. W., Ashraf, S., Hashmi, M. S., Khan, M. M., … & Hishan, S. S. (2021). Post-covid 19 tourism: Will digital tourism replace mass tourism?. Sustainability, 13(10), 5352.
Alma Çallı, B., Çallı, L., Sarı Çallı, D., & Çallı, F. (2023). The impact of different types of service robots usage in hotels on guests’ intention to stay. Journal of Hospitality and Tourism Technology, 14(1), 53-68.
Arslan, K. (2020). Eğitimde yapay zekâ ve uygulamaları. Batı Anadolu Eğitim Bilimleri Dergisi, 11(1), 71-88.
Atar, A. (2020). Gelenekselden dijitale turizm sektörü. Türk Turizm Araştırmaları Dergisi, 4(2), 1640–1654.
Avrupa Parlamentosu (2023, Haziran 20). What is artificial intelligence and how is it used?, https://www.europarl.europa.eu/topics/en/article/20200827STO85804/what-is-artificial-intelligence-and-how-is-it-used (Erişim Tarihi: 24.06.2024).
Aydınbaş, G. (2023). Akıllı turizm (turizm 4.0) teknolojileri üzerine iktisadi bir yaklaşım: Türkiye örneği. Journal of Tourism Intelligence and Smartness, 6(1), 26–44.
Azis, N. A., Hikmah, R. M., Tjahja, T. V., & Nugroho, A. S. (2011). Evaluation of text-to-speech synthesizer for indonesian language using semantically unpredictable sentences test: indoTTS, eSpeak, and google translate TTS. 2011 International Conference on Advanced Computer Science and Information Systems Cakarta, Endonezya, 17-18 Aralık 2011 (ss. 237-242). Batı Cava: IEEE Indonesia.
Barnes, S. (2016, Kasım 03). Understanding virtual reality in marketing: Nature, implications and potential. SSRN Electronic Journal. http://dx.doi.org/10.2139/ssrn.2909100
Barten, M. (2024). 8 examples of robots being used in the hospitality industry. https://www.revfine.com/robots-hospitality-industry/ (Erişim Tarihi: 26.06.2024).
Belanche, D., Casaló, L. V., & Flavián, C. (2020). Customer’s acceptance of humanoid robots in services: The moderating role of risk aversion. İçinde Á. Rocha, J. L. Reis, M. K. Peter,, & Z. Bogdanović (Eds.), Marketing and Smart Technologies, (ss. 449-458). Cham: Springer.
Bowen, J., & Morosan, C. (2018). Beware hospitality industry: The robots are coming. Worldwide Hospitality and Tourism Themes, 10(6), 726–733.
Buhalis, D., & Moldavska, I. (2021). Voice assistants in hospitality: Using artificial intelligence for customer service. Journal of Hospitality and Tourism Technology, 13(3), 386-403.
Buhalis, D., Cheng, E.S.Y. (2020). Exploring the use of chatbots in hotels: Technology providers’ perspective. İçinde J. Neidhardt, & W. Wörndl (Eds.), Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, Birleşik Krallık, 8-10 Ocak 2020 (ss. 231-242). Cham: Springer.
Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484-506.
Bulanov, A. (2019), Benefits of the use of machine learning and AI in the travel industry, https://djangostars.com/blog/benefits-of-the-use-of-machine-learning-and-ai-in-the-travel-industry/ (Erişim Tarihi: 12.07.2024).
Bulchand-Gidumal, J. (2022). Impact of artificial intelligence in travel, tourism, and hospitality. İçinde Z. Xiang, M. Fuchs, U. Gretzel & W. Höpken (Eds.), Handbook of e-Tourism (ss. 1943-1962). Cham: Springer International Publishing.
Calvaresi, D., Ibrahim, A., Calbimonte, J. P., Schegg, R., Fragniere, E., & Schumacher, M. (2021). The evolution of chatbots in tourism: A systematic literature review. İçinde W. Wörndl, C. Koo, & J. L. Stienmetz (Eds.), Information and Communication Technologies in Tourism 2021: Proceedings of the ENTER 2021 eTourism Conference, 19-22 Ocak 2021 (ss. 3-16). Cham: Springer International Publishing.
Chi, N. T. K., & Nam, V. H. (2022). The impact of AI chatbot on long-term relationships between customers and hotels. VNU University of Economics and Business, 2(6), 1-10.
Choi, Y., Choi, M., Oh, M. & Kim, S. (2020). Service robots in hotels: Understanding the service quality perceptions of human-robot interaction. Journal of Hospitality Marketing and Management, 29(6), 613–635.
Choi, Y., Oh, M., Choi, M., & Kim, S. (2021). Exploring the influence of culture on tourist experiences with robots in service delivery environment. Current Issues in Tourism, 24(5), 717-733.
Cvent (2020). Artificial intelligence for hotels: 9 trends to know. https://www.cvent.com/en/blog/hospitality/artificial-intelligence-for-hotels (Erişim Tarihi: 14.07.2024).
Çakar, K., & Aykol, Ş. (2021). Understanding travellers’ reactions to robotic services: A multiple case study approach of robotic hotels. Journal of Hospitality and Tourism Technology, 12(1), 155-174.
Deloitte. (2017). Conversational chatbots-let’s chat. Deloitte Analysis. https://www2.deloitte.com/content/dam/Deloitte/in/Documents/strategy/in-strategy-innovation-conversational-chatbots-lets-chat-final-report-noexp.pdf (Erişim Tarihi: 26.06.2024).
Demir, Ç. (2021). Konaklama işletmelerinin iş süreçlerinde yapay zekâ teknolojileri ve akıllı otel uygulamaları: Avantajlar ve dezavantajlar. Journal of Tourism & Gastronomy Studies, 9(1), 203–219.
Demir, Ö., & Vatan, A. (2024). Robotisation in travel and tourism: Tourist guides’ perspectives on robot guides. Tourism & Management Studies, 20(2), 13-23.
Effinger, A. (2023, Aralık 18). Security robots, made by a money-losing company, are on the rise in Portland. https://www.wweek.com/news/2023/12/18/security-robots-made-by-a-money-losing-company-are-on-the-rise-in-portland/ (Erişim Tarihi: 20.07.2024).
Erul, E., & Işın, A. (2023). ChatGPT ile sohbetler: Turizmde ChatGPT’ nin önemi. Journal of Tourism and Gastronomy Studies, 11(1), 780–793.
Franklin, S. (2014). History, motivations, and core themes. İçinde K. Frankish & W. M. Ramsey (Eds.), The Cambridge Handbook of Artificial Intelligence (ss. 15-33). Cambridge: Cambridge University Press.
Gaafar, A. S. M., & Allah, H. (2020). Artificial intelligence in Egyptian tourism companies: Implementation and perception. Journal of Association of Arab Universities for Tourism and Hospitality, 18(1), 66-78.
Gu, S. (2024). The future of tourism: Examining the potential applications of large language models. Qeios. https://doi.org/10.32388/UYRUWT
Guerrero, J. M. (2023). Mind Mapping and Artificial Intelligence. Londra: Elsevier.
Gupta, S., Modgil, S., Lee, C., & Sivarajah, U. (2022). The future is yesterday: Use of ai-driven facial recognition to enhance value in the travel and tourism industry. Information Systems Frontiers, 25(3), 1179-1195.
Gursoy, D., Li, Y., & Song, H. (2023). ChatGPT and the hospitality and tourism industry: An overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 32(5), 579-592.
Hegel, F., Muhl, C., Wrede, B., Hielscher-Fastabend, M., & Sagerer, G. (2009). Understanding Social Robots. İçinde S. Dascalu & I. Poupyrev (Eds.), 2009 Second International Conferences on Advances in Computer-Human Interactions (ss. 169-174). New Jersey: IEEE.
Huang, A., Chao, Y., de la Mora Velasco, E., Bilgihan, A., & Wei, W. (2022). When artificial intelligence meets the hospitality and tourism industry: An assessment framework to inform theory and management. Journal of Hospitality and Tourism Insights, 5(5), 1080-1100.
IBM (2024, Ağustos 16). What is artificial intelligence (AI)? https://www.ibm.com/topics/artificial-intelligence (Erişim Tarihi: 24.08.2024).
Ivanov, S. (2019). Ultimate transformation: How will automation technologies disrupt the travel, tourism and hospitality industries?. Zeitschrift für Tourismuswissenschaft, 11(1), 25-43.
Ivanov, S., & Webster, C. (2018). Adoption of robots, artificial intelligence and service automation by travel, tourism and hospitality companies – A cost-benefit analysis. İçinde V. Marinov, M. Vodenska, M. Assenova, & E. Dogramadjieva (Eds.), Traditions and Innovations in Contemporary Tourism (ss. 190-203). Cambridge: Cambridge Scholars Publishing.
Ivanov, S., & Webster, C. (2019a). Conceptual framework of the use of robots, artificial intelligence and service automation in travel, tourism, and hospitality companies. İçinde S. Ivanov & C. Webster (Eds.), Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality, (ss. 7-37). Washington: Emerald Publishing limited.
Ivanov, S., & Webster, C. (2019b). Economic fundamentals of the use of robots, artificial intelligence, and service automation in travel, tourism, and hospitality. İçinde S. Ivanov & C. Webster (Eds.), Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality (ss. 39-55). Washington: Emerald Publishing limited.
Ivanov, S., & Webster, C. (Eds.). (2019c). Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality. Washington: Emerald Publishing Limited.
Ivanov, S., Seyitoğlu, F., & Webster, C. (2023). AI and robotics in the lodging industry. İçinde R. J. C. Fu (Ed.), Artificial Intelligence, Machine Learning, and Robot Applications in Hospitality Businesses (ss. 163-180). Iowa: Kendall Hunt Publishing Company.
Ivanov, S., Webster, C., & Berezina, K. (2017). Adoption of robots and service automation by tourism and hospitality companies. Revista Turismo & Desenvolvimento, 27/28, 1501-1517.
Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum. İçinde A. Inversini & R. Schegg (Eds.), Information and Communication Technologies in Tourism 2016: Proceedings of the International Conference in Bilbao, İspanya, 2-5 Şubat 2016 (ss. 621-635). Cham: Springer International Publishing.
Kamble, R., & Shah, D. (2018). Applications of artificial intelligence in human life. International Journal of Research, 6(6), 178-188.
Kanwal, B., Rehman, S. U., Imran, A., Shaukat, R. S., Li, J., Alzahrani, A., Alghamdi, A. D., & Alarfaj, F. K. (2023). Opinion mining from online travel reviews: An exploratory investigation on Pakistan major online travel services using natural language processing. IEEE Access, 11, 29934-29945.
Karamustafa, K., & Kılıçhan, B. (2024). Bilgi-iletişim ve yapay zekâ teknolojileri turist rehberliği mesleğinin geleceği için fırsat mı yoksa tehdit mi?. Journal of Gastronomy, Hospitality and Travel, 7(2), 634-645.
Kement, U., Cavusoglu, M., Başar, B., & Tomris Küçün, N. (2024). Facial emotion recognition research in the hospitality and tourism industry: A thematic content analysis. Worldwide Hospitality and Tourism Themes, 16(2), 163-177.
Kılıçhan, R., & Yılmaz, M. (2020). Artificial intelligence and robotic technologies in tourism and hospitality industry. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (50), 353-380.
Kim, J., & Hardin, A. (2010). The impact of virtual worlds on word-of-mouth: Improving social networking and servicescape in the hospitality industry. Journal of Hospitality Marketing & Management, 19(7), 735-753.
Koltsakis, E., Klontzas, M. E., & Karantanas, A. H. (2023). What is Artificial İntelligence: History and Basic Definitions. İçinde M. E. Klontzas, S. C. Fanni & E. Neri (Eds.), Introduction to Artificial Intelligence (ss. 1-11). Cham: Springer International Publishing.
Kuipers, B., Feigenbaum, E. A., Hart, P. E., & Nilsson, N. J. (2017). Shakey: from conception to history. Ai Magazine, 38(1), 88-103.
Li, J.J., Bonn, M. A., & Ye, B. H. (2019). Hotel employee’s artificial intelligence and robotics awareness and its impact on turnover intention: The moderating roles of perceived organizational support and competitive psychological climate. Tourism Management, 73, 172–181.
Lin, L., Lee, K. Y., Emokpae, E., & Yang, S. (2021). What makes you continuously use chatbot services? Evidence from Chinese online travel agencies. Electronic Markets, 31(3), 575-599.
Lukanova, G., & Ilieva, G. (2019). Robots, artificial intelligence, and service automation in hotels. İçinde S. Ivanov & C. Webster (Eds.), Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality (ss. 157-183). Washington: Emerald Publishing Limited.
Makridakis, S. (2017). The forthcoming artificial intelligence (AI) revolution: Its impact on society and firms. Futures, 90, 46-60.
Markoff, J. (2014, Ağustos 12). ‘Beep,’ says the bellhop. The New York Times. https://www.nytimes.com/2014/08/12/technology/hotel-to-begin-testing-botlr-a-robotic-bellhop.html (Erişim Tarihi: 22.07.2024).
McCarthy, J. (2007, Kasım 12). What is artificial intelligence? http://jmc.stanford.edu/articles/whatisai/whatisai.pdf (Erişim Tarihi: 24.05.2024).
McCarthy, J., Minsky, M. L., Rochester, N., & Shannon, C. E. (1956, Ağustos 31). A proposal for the dartmouth summer research project on artificial intelligence. Stanford University. http://jmc.stanford.edu/articles/dartmouth/dartmouth.pdf (Erişim Tarihi: 18.07.2024).
McKinsey & Company (2024, Nisan 03). What is AI (artificial intelligence)?. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-ai (Erişim Tarihi: 24.05.2024).
Melián-González, S., Gutiérrez-Taño, D., & Bulchand-Gidumal, J. (2021). Predicting the intentions to use chatbots for travel and tourism. Current Issues in Tourism, 24(2), 192-210.
Mest, E. (2017, Mart 10). Aloft Dallas Love Field opens with Savioke’s robot butler. Hotel Management. https://www.hotelmanagement.net/tech/aloft-dallas-love-field-opens-savioke-s-robot-butler (Erişim Tarihi: 22.06.2024).
Mil, B., & Dirican, C. (2018). Endüstri 4.0 teknolojileri ve turizme etkileri. Journal of Multidisciplinary Academic Tourism, 1(3), 1–9.
Mobisis (2024, Mayıs 04). Kiosk. https://www.mobisis.com/cozumler/endustriyel-bilisim/kiosk/ (Erişim Tarihi: 18.07.2024).
Moraga-González, J. L., & Wildenbeest, M. R. (2008). Maximum likelihood estimation of search costs. European Economic Review, 52(5), 820-848.
Neuman, S. (2018). “Flippy” The fast food robot (sort of) mans the grill at Caliburger. https://www.kqed.org/news/11654028/flippy-the-fast-food-robot-sort-of-mans-the-grill-at-caliburger (Erişim Tarihi: 04.05.2024).
Özdemir Akgül, S. (2019). Turizm 4.0 ve Yapay Zekâ Uygulamaları. İçinde M. Sezgin, S. Özdemir Akgül & A. Atar (Eds.), Turizm 4.0 (Dijital Dönüşüm), (ss. 141-158). Ankara: Detay Yayıncılık.
Paliwal, M., Chatradhi, N., Singh, A., & Dikkatwar, R. (2022). Smart tourism: Antecedents to Indian traveller's decision. European Journal of Innovation Management, 27(5), 1521-1546.
Pegasus (2024). Kiosk check-in. Pegasus. https://www.flypgs.com/seyahat-sozlugu/kiosk-check-in (Erişim Tarihi: 04.05.2024).
Pillai, R., & Sivathanu, B. (2020). Adoption of AI-based chatbots for hospitality and tourism. International Journal of Contemporary Hospitality Management, 32(10), 3199-3226.
Pitardi, V., Wirtz, J., Paluch, S., & Kunz, W. H. (2024). Metaperception benefits of service robots in uncomfortable service encounters. Tourism Management, 105, 104939.
Prentice, C., Dominique Lopes, S., & Wang, X. (2020). The impact of artificial intelligence and employee service quality on customer satisfaction and loyalty. Journal of Hospitality Marketing and Management, 29(7), 739–756.
Roblek, V., Meško, M., & Krapež, A. (2016). A Complex View of İndustry 4.0. SAGE Open, 6(2), 1-11.
Roblek, V., Meško, M., & Podbregar, I. (2021). Mapping of the emergence of society 5.0: A bibliometric analysis. Organizacija, 54(4), 293-305.
Ropero, M. A. (2011). Dynamic pricing policies of hotel establishments in an online travel agency. Tourism Economics, 17(5), 1087-1102.
Samala, N., Katkam, B. S., Bellamkonda, R. S. ve Rodriguez, R. V. (2022). Impact of AI and robotics in the tourism sector: A critical insight. Journal of Tourism Futures, 8(1), 73–87.
Saygin, A. P., Cicekli, I., & Akman, V. (2000). Turing Test: 50 years later. Minds and Machines, 10(4), 463-518.
Sreenivas, G., Murthy, K. M., Prit Gopali, K., Eedula, N., & Mamatha, H.R. (2023). Sentiment analysis of hotel reviews—A comparative study. 2023 IEEE 8th International Conference for Convergence in Technology (I2CT), Lonavla, Hindistan, 07-09 Nisan 2023, (ss. 1-9). Massachusetts: IEEE.
Stanley, B., Pratama, Y., & Subakti, A. G. (2023). The impact of self-order kiosk and service quality on customer experience in McDonald’s Citra Garden 6 Jakarta. İçinde E3S Web of Conferences - The 5th International Conference of Biospheric Harmony Advanced Research (ICOBAR 2023), Cakarta, Endonezya, 27 Haziran 2023, 426, 02073. Cakarta: EDP Sciences.
Statista (2024, Haziran 10). Online travel market size worldwide from 2017 to 2023, with a forecast until 2028 (in billion U.S. dollars). https://www.statista.com/statistics/1179020/online-travel-agent-market-size-worldwide/ (Erişim Tarihi: 24.06.2024).
Tailos. (2024, Temmuz 12). Rosie, the AI-powered commercial robot vacuum. Tailos. https://tailos.com/pages/getting-started (Erişim Tarihi: 24.08.2024).
Toast (2024, Temmuz, 28). The most important types of restaurant technology and hardware. https://pos.toasttab.com/blog/types-of-restaurant-technology (Erişim Tarihi: 24.08.2024).
Turing, A. M. (1950). Computing machinery and intelligence. Mind a Quarterly Review of Psychology and Philosophy, 59, 433–460.
Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research curated collection on artificial intelligence and robotics in tourism. Annals of Tourism Research, 81, 102883.
Tussyadiah, I., Wang, D., Jung, T., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140-154.
Uluslararası Robotik Federasyonu. (2024a, Ağustos 12). Robot history. https://ifr.org/robot-history (Erişim Tarihi: 24.05.2024).
Uluslararası Robotik Federasyonu. (2024b, Ağustos 18). Service robots. https://ifr.org/service-robots (Erişim Tarihi: 02.06.2024).
Volchek, K., & Ivanov, S. (2024). ChatGPT as a travel itinerary planner. İçinde K. Berezina, L. Nixon & A. Tuomi (Eds.), Information and Communication Technologies in Tourism 2024: ENTER 2024 International eTourism Conference, Izmir, Türkiye, 17-19 Ocak 2024 (ss. 365-370). Cham: Springer Nature Switzerland.
Weizenbaum, J. (1966). ELIZA—a computer program for the study of natural language communication between man and machine. Communications of the ACM, 9(1), 36-45.
Winkler, R., & Söllner, M. (2018, July). Unleashing the potential of chatbots in education: A state-of-the-art analysis. Academy of Management Proceedings, 2018(1), 15903. New York: Academy of Management.
Yıldız, M., & Yıldırım, B. F. (2018). Yapay zekâ ve robotik sistemlerin kütüphanecilik mesleğine olan etkileri. Türk Kütüphaneciliği, 32(1), 26-32.
Zagikyan, E. (2023). Yapay zekâlar otel yöneticilerinin yerini alabilecek mi? Turizm Proje Dergisi. https://www.turizmprojedergisi.com/haber-detay/yapay-zeka-lar-otel-yoneticilerinin-yerini-alabilecek-mi/1995 (Erişim Tarihi: 24.05.2024).
Zedeli, A. R., & Özkeçeci, İ. (2020). Bir interaktif medya aracı olarak kioskun sosyal etkileşimdeki rolünün örnekler üzerinden incelenmesi. Modular Journal, 3(2), 213-236.
Zhu, Y., Zhang, R., Zou, Y., & Jin, D. (2023). Investigating customers’ responses to artificial intelligence chatbots in online travel agencies: The moderating role of product familiarity. Journal of Hospitality and Tourism Technology, 14(2), 208-224.
Zlatanov, S., & Popesku, J. (2019). Current applications of artificial ıntelligence in tourism and hospitality. İçinde N. Stanišić (Ed.), International Scientific Conference on Information Technology and Data Related Research, 20 Nisan 2019 (ss. 84-90). Belgrad: Singidunum University.
Zsarnoczky, M. (2017). How does artificial intelligence affect the tourism industry?. VADYBA, 31(2), 85-90.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Tourism & Gastronomy Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
