Cultural tourist and user experience with artificial intelligence: a holistic perspective from the Industry 5.0 approach

Alicia Orea-Giner (), Ana Muñoz-Mazón, Teresa Villacé-Molinero and Laura Fuentes-Moraleda
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Alicia Orea-Giner: URJC - Universidad Rey Juan Carlos = Rey Juan Carlos University, EIREST - Équipe interdisciplinaire de recherches sur le tourisme - UP1 - Université Paris 1 Panthéon-Sorbonne

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Abstract: Purpose The purpose of this paper is to analyse the future of the implementation of artificial intelligence (AI) technologies in services experience provided by cultural institutions (e.g. museums, exhibition halls and cultural centres) from experts', cultural tourists' and users' point of view under the Industry 5.0 approach. Design/methodology/approach The research was conducted using a qualitative approach, which was based on the analysis of the contents obtained from two roundtable discussions with experts and cultural tourists and users. A thematic analysis using NVivo was done to the data obtained. Findings From a futuristic Industry 5.0 approach, AI is considered to be more than a tool – it as an integral part of the entire experience. AI aids in connecting cultural institutions with users and is beneficial since it allows the institutions to get to know the users better and provide a more integrated and immersive experience. Furthermore, AI is critical in establishing a community and nurturing it daily. Originality/value The most important contribution of this research is the theoretical model focused on the user experience and AI application in services experiences of museums and cultural institutions from an Industry 5.0 approach. This model includes the visitors' and managers' points of view through the following dimensions: the pre-experience, experience and post-experience. This model is focused on human–AI coworking (HAIC) in museums and cultural institutions.

Date: 2022-12-06
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Published in Journal of Tourism Futures , 2022, ⟨10.1108/JTF-04-2022-0115⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04039209

DOI: 10.1108/JTF-04-2022-0115

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