The Application of Artificial Intelligence Technology Innovation in Tourism

Abstract

Artificial intelligence (AI) technology innovation in tourism plays a crucial role in enhancing competitiveness and introducing new challenges to the tourism industry. The application of AI technology innovation has been continuously increasing both in Thailand and globally across various areas, including strategic planning, office management, intelligent business systems, product development, marketing, and business expansion. Internationally, governments have adopted AI technology innovation to formulate policies and collect data. For instance, the Georgian National Tourism Administration utilizes AI to detect and analyze travelers' emotions through social media. Meanwhile, businesses focus on leveraging AI to improve service efficiency and analyze tourist behaviors. Examples include Disneyland, which employs AI to manage visitor flow, and Expedia, which integrates AI-powered travel planning tools through ChatGPT in its application. In Thailand, the adoption of AI technology innovation in tourism enhances problem-solving capabilities and introduces new opportunities in the industry. For example, the development of TAGTHAi serves as a digital concierge platform to facilitate tourism and includes the "Design My Trip" feature. Additionally, the National Digital Tourism Platform, Data Bank, and Token (Thailand CONNEX) leverages digital technology and innovation to enhance the competitiveness of tourism businesses. Many enterprises have developed applications to assist travelers, such as Siam AI Corporation's Tourism LLMs, which is an AI system built on OpenThaiGPT, and Gother, a comprehensive tourism platform offering centralized financial transactions. However, several critical factors must be considered, including the displacement of human labor in certain occupations, data privacy and security concerns, and the potential misuse of AI technology, such as spreading false information, which could lead to social issues and economic losses.