Artificial intelligence in tourism: Social and ethical implications

• Autores: Leylane Meneses Martins, Lenne Laurence Silva Dos Santos, Luiz Mendes Filho, Karen Daniele Lira De França
• Localización: Anuario Turismo y Sociedad, ISSN-e 2346-206X, ISSN 0120-7555, Vol. 38, 2026 (Ejemplar dedicado a: Enero-Junio), págs. 59-86
• Idioma: inglés
• DOI: 10.18601/01207555.n38.02
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Las tecnologías disruptivas crean oportunidades para mejorar la experiencia turística. Las empresas del sector enfrentan el reto de integrar la inteligencia artificial (IA) en la calidad del servicio para satisfacer las expectativas de los turistas. Este estudio examina los impactos sociales y éticos del uso de la IA en el turismo y propone soluciones para su uso ético y responsable. Asimismo, busca comprender los límites de la autonomía de la IA y determinar qué se considera adecuado para que un sistema inteligente tome decisiones relacionadas con los viajes. Se empleó un enfoque cualitativo, con datos recopilados por medio de cuestionarios enviados a siete empresas turísticas brasileñas que utilizan sistemas de IA. Los resultados muestran impactos positivos en las operaciones internas y la recopilación de datos de clientes, junto con algunos efectos negativos. El estudio concluye que es fundamental establecer normas éticas para el uso de la IA en el turismo con el fin de abordar temas de privacidad, equidad y responsabilidad. Estos estándares son necesarios para garantizar un uso responsable de las tecnologías de IA en beneficio tanto de las empresas como de los turistas.

  • English

    Disruptive technologies create opportunities to enhance the tourist experience. Companies in this sector face the challenge of integrating artificial intelligence (AI) into service quality to meet tourists’ expectations. This study surveys the social and ethical impacts of using AI in tourism and proposes solutions for its ethical and responsible application. It also aims to understand the limits of AI’s autonomy and determine what is desirable for an intelligent system to make decisions involving trip aspects. A qualitative approach was used, with data collected through questionnaires sent to seven Brazilian tourism companies that utilize AI systems. The results indicate positive impacts of AI on internal activities and customer data collection, along with some negative impacts. The study concludes that establishing ethical standards for AI use in tourism is necessary to address privacy, equity, and responsibility in AI system development. These standards are essential to ensure responsible use of AI technologies for the benefit of businesses and tourists.

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