Safeguarding Tourism: The Imperative of Ethical AI

The burgeoning tourism industry is increasingly embracing Artificial Intelligence (AI) to enhance experiences and promote sustainable practices. However, ensuring ethical implementation of AI in tourism is paramount. This research investigates the complex interplay between artificial intelligence (AI) and the tourism industry, with a particular focus on the ethical implications of its application. By adopting a descriptive analytical approach, the study examines the emergence of three detrimental phenomena arising from the unchecked use of AI. The Imaginary Tourist Bubble (ITB), characterized by the creation of personalized digital environments that limits exposure to diverse travel options, is explored. Additionally, the study investigates Tourism Destination Radicalization (TDR), where the overreliance on AI-driven recommendations leads to a homogenization of tourist preferences and, consequently, a transformation of destinations to cater to these standardized demands. Furthermore, the research delves into the broader issue of cultural homogenization, as AI-driven personalization can contribute to the erosion of cultural diversity and authenticity. To mitigate these challenges and harness the potential benefits of AI, the study emphasizes the need for a comprehensive ethical framework that prioritizes human values, safeguards privacy, and promotes sustainable tourism development. By understanding the complex dynamics between AI and tourism, this research aims to contribute to the development of responsible AI practices that benefit both tourists and host communities.

کلیدواژه ها:

Sustainable tourism ، Ethical AI ، Imaginary Tourist Bubble ، Tourism Destination Radicalization ، Cultural Homogenization