The Impact of Artificial Intelligence on Tourism, with Particular Attention to Deepfake
The Impact of Artificial Intelligence on Tourism, with Particular Attention to Deepfake

Author(s): Csongor Herke, Dávid Tóth
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Artificial intelligence; Deepfake; Fake tourism promotions
Summary/Abstract: Modern technology is having a significant impact on tourism. This is particularly true for tourism companies, as nowadays, almost everything from transport to hotels to program management is done digitally. Concurrently, the role of traditional travel agencies is diminishing. This trend has many positive effects, but its potential dangers should not be overlooked. While the development of technology has made services available from anywhere in the world, and it is easy to compare prices and the quality of services, it is also essential to avoid over-reliance on online content. While the importance of online consumer reviews is growing, consumers can be easily misled by false positive reviews. Moreover, the explosion in these fake reviews can, in many cases, be attributed to the use of artificial intelligence. The use of deepfake videos and images to generate interest is rising. Some deepfake methods are morphing (identifying patterns between two photos and dynamically transforming one image into another), and others are warping (digitally altering the shape of a part of the image for creative purposes). However, artificial intelligence and machine learning techniques also play a significant role. As a result, there is a loss of trust in media content published online. Deepfake technology also raises significant privacy concerns. Deepfake can, therefore, play a dual role. Besides the dangers outlined here, it should not be forgotten that it allows for much more information than before. Deepfake can be used to make tourism programs more visually attractive, and there are many untapped areas for virtual reality in addition to its existing uses (e.g., 3D presentations of hotels, virtualization, and interactivity of museums). Following a general introduction to deepfake technology, this paper will describe its application in tourism, highlighting the benefits and potential threats.

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