Application of Artificial Intelligence in Tourism University Education Process
Application of Artificial Intelligence in Tourism University Education Process

Author(s): Vasya Yaneva, Maria Vodenska
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Artificial Intelligence; Tour guiding; Higher education
Summary/Abstract: Artificial intelligence (AI) is becoming increasingly important in the planning, communication and service delivery processes in the tourism sector, including tour guiding. The paper explores the potential of using artificial intelligence in the development of thematic routes within the context of tourism education at Sofia University. A specific case study is presented. The emphasis is placed on the application of ChatGPT as a tool for tourist routes generation, tour texts creation, itinerary planning, and research support. The consecutive steps undertaken by the students and their mentor in applying this particular AI tool in the education process as well as the final result representing a real guided tour, are being traced. The advantages and the challenges of integrating AI into the educational process are outlined. The conclusions made highlight the importance of critical literacy and a creative approach in applying technological tools in the training of future tourism professionals.

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