Technologies Promoting the Digital Tourism Economy and Student Attitudes Towards Artificial Intelligence in Tourism

Simona Biriescu and Laura Olteanu

A chapter in Green Wealth: Navigating towards a Sustainable Future, 2025, vol. 117, pp 239-256 from Emerald Group Publishing Limited

Abstract: Purpose/Objective:This research aims to ensure that the technologies that promote the digital tourism economy play an important role in its development in the near future, and students will have an open attitude towards digitisation, artificial intelligence (AI), robotisation, and gamification in tourism. Design/Methodology/Approach:A survey questionnaire collected primary data. Simple random sampling was used, and the sample size was 40 students. The questionnaire was distributed via email in March 2024. Data obtained from the questionnaire were analysed based on correlations. Findings:AI usage in the education system for tourism students should be to personalise the learning process as much as possible, provide personalised learning paths according to student’s strengths and weaknesses, and adapt learning materials to the characteristics of students while maintaining the quality of education and the principles of integration into the educational system. Significance/Implications/Conclusions:Intelligent IT systems fully support people’s needs and intuitively respond to their problems. However, creating such support requires long hours of work and programming. Indeed, the challenge of providing AI that can intelligently interact with humans remains significant. Rephrasing requests to obtain specific and accurate answers is unnecessary. Limitations:Students’ attitudes towards AI are not always positive, as attested by their attitudes towards AI in tourism in the research analysis carried out in the chapter. This could lead to limited perspectives on AI in education. Future Research:Specific strategies implemented by companies to offer customers virtual guided tours, allowing them to visualise a place before they get there.

Keywords: Promotion; technologies; tourism; digitisation; AI; attitude; students; company; C12; I21; L83; L86; O33; Q55; M21; M15 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:csefzz:s1569-375920250000117012

DOI: 10.1108/S1569-375920250000117012

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