Tourix Research Unveils AI Insights at ICOT2024: Shaping the Future of Tourism

Posted July 31, 2024

At Tourix, we are constantly pushing the boundaries of innovation in the tourism industry. Thus, it was our great pleasure to participate in the Annual ICOT2024 Conference in beautiful Corfu. This year’s theme, “Tourism in the Era of Liquid Modernity: Rethinking Tourism Strategy and Facing Uncertainty,” directly aligns with our recent research on Artificial Intelligence (AI) in tourism. This study was conducted by Georgia Zouni and Ioannis Katsanakis from the Department of Tourism Studies at the University of Piraeus, along with Myrsini-Sophia Nika and Katerina Mitropoulou from the Tourix team.

At the conference, we had the opportunity to present our groundbreaking findings from the study, “Understanding Tourists’ Perception and Utilization of Artificial Intelligence.” ICOT2024 focused on the complex facets of our contemporary era, examining crucial issues like overtourism, AI, and sustainable tourism development. It was an excellent chance to see how these topics are transforming the tourism industry and to engage in discussions with other experts.

AI in Tourism

AI has already made a significant impact on the tourism sector. For instance, chatbots are widely used for customer service, and users are aware they are interacting with them. Machine Learning (ML) provides personalized recommendations, enhancing user experience. Additionally, applications like traffic forecasts, although often unnoticed, rely on AI to deliver reliable information.

The benefits of AI in tourism are numerous: increased efficiency, cost savings, and improved customer experiences. However, challenges such as data privacy concerns require careful attention.

Research Findings on AI in 2024

Our study explored the perception and use of AI in the tourism sector, focusing on how travelers perceive and utilize AI during their journeys. The research was conducted via an online survey targeting individuals with experience in AI in tourism, in Greece.

General AI Usage:

The first part of the survey focused on the general use of AI in tourism. Results showed that 80.8% of respondents use AI applications in their daily lives, with 51.9% having used AI for travel in the past six months.

Main reasons for using AI in tourism:

Time savings and travel planning improvements (48.1%)
Personalization of offers (46.2%)
Price comparison (42.3%)
Finding local events (19.2%)

Main motivations for using AI applications:

Obtaining information about destination attractions (63.5%)
Finding destinations (57.7%)
Learning about destination activities (48.1%)

Confidence levels in AI depending on the task:

Higher confidence for information about attractions and activities
Lower confidence for information about tickets and reservations

Response to AI in Tourism

The second part of the research examined travelers’ preferences, concerns, and expectations regarding AI in tourism. When researching or booking travel, 53.8% of respondents prefer to interact with both AI systems and human agents, while 23.1% prefer only human interaction. During their travels, 48.1% prefer human contact, and 42.3% prefer a combination of AI and human interaction.

Demographic Data

Demographic data showed that respondents were primarily aged 28-43 (42.3%), with the next largest group being 19-27 years old (28.8%). Most lived in regions (59.6%), followed by Athens (32.7%), and 7.7% lived abroad. In terms of gender, 57.7% were women and 42.3% men, with 42.3% holding a bachelor’s degree, 36.5% a master’s degree, and 17.3% a high school diploma.

Katerina Mitropoulou from the Tourix team, who presented the study, said, “ICOT2024 was a great experience for us. It was exciting to see how relevant and useful our findings are for tourism professionals. The discussions we had gave us great optimism about the future of AI in tourism.”

Conclusions

Our research highlights the significant role AI plays in enhancing the travel experience through increased efficiency and personalization. Although trust in AI remains moderate to low, travelers recognize its benefits and continue to use AI applications for various travel purposes. Further research and development tailored to travelers’ preferences could improve AI’s acceptance and usefulness in the tourism sector.

The insights gained from ICOT2024 and our research will guide Tourix Research’s future projects. We are committed to staying at the forefront of AI advancements, ensuring that technology enhances rather than replaces human touch in travel experiences.