The Applicability of Artificial Intelligence in Tour Guiding: Perspective of Sustainable Service Innovation in Tourism with Technology

Authors

• Chiranjib Kumar Choudhary PhD, Gambella University EthiopiaFollow
• Aditi Choudhary, The Charutar Vidya Mandal (CVM) University, Gujarat, IndiaFollow

Author ORCID Identifier

https://orcid.org/0000-0002-4342-9769

Abstract

Artificial Intelligence (AI) is increasingly transforming various sectors of the tourism, travel, and hospitality industry. Among these, the role of tourist guides remains crucial, as they act as cultural ambassadors representing destinations and nations. The primary objective of this study is to explore the applications of AI in developing intelligent audio-visual tour guides and assistive devices that enhance tourists’ real-time experiences at heritage sites, tourist attractions, and places of archaeological significance. The research adopts a qualitative approach, utilising secondary data gathered from academic literature, printed and electronic resources, online databases, and expert opinions from tourism professionals. The collected data were analysed thematically to identify trends and applications of AI in tour guiding and tourism services. The analysis was further supported by the use of MS Office and Python-based AI tools for organising and presenting results through tables and visual representations. The findings reveal that AI-driven solutions such as virtual assistants, smart audio-visual guides, and context-aware recommendation systems can significantly improve the quality and accessibility of guiding services. These innovations not only enrich visitor experiences but also contribute to sustainable destination management. The study has important social and industrial implications, suggesting pathways for integrating AI technologies into the professional practices of tour guides. It also provides a well-defined roadmap for future research and development of AI-based tour guiding systems aimed at enhancing cultural interpretation and visitor engagement.

Recommended Citation

Choudhary, Chiranjib Kumar PhD and Choudhary, Aditi (2025) "The Applicability of Artificial Intelligence in Tour Guiding: Perspective of Sustainable Service Innovation in Tourism with Technology," International Journal of Tour Guiding Research: Vol. 6: Iss. 1, Article 3.
doi:https://doi.org/10.21427/qd93-fc78
Available at: https://arrow.tudublin.ie/ijtgr/vol6/iss1/3

DOI

https://doi.org/10.21427/qd93-fc78