Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and Sweden
This article analyzes the application of artificial intelligence in the tourism sector in Lithuania, Latvia, and Sweden. This paper aims (1) to identify the benefits of AI-based digital tools for the operations of tourism organizations, and (2) to identify the challenges in using AI-based digital to...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-04-01
|
| Series: | Tourism and Hospitality |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2673-5768/6/2/67 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850165094773686272 |
|---|---|
| author | Gita Šakytė-Statnickė Laurencija Budrytė-Ausiejienė |
| author_facet | Gita Šakytė-Statnickė Laurencija Budrytė-Ausiejienė |
| author_sort | Gita Šakytė-Statnickė |
| collection | DOAJ |
| description | This article analyzes the application of artificial intelligence in the tourism sector in Lithuania, Latvia, and Sweden. This paper aims (1) to identify the benefits of AI-based digital tools for the operations of tourism organizations, and (2) to identify the challenges in using AI-based digital tools in tourism organizations. An analysis of scientific literature has been carried out and the primary data have been obtained from 17 semi-structured interviews conducted in tourism enterprises of three countries. The survey sampling method used is criterion sampling. The data were analyzed using qualitative content analysis, applying a conventional approach to content analysis using an inductive coding process. The main benefits of AI-based digital tools for tourism organization activities are personalization of services, automation and increased operational efficiency of tourism organization activities, etc. Tourism organizations implementing or already using artificial intelligence in their activities are usually faced with the challenge of ensuring data privacy and security, the high costs of implementing artificial intelligence systems, etc. |
| format | Article |
| id | doaj-art-eec776e9c07c442b86ac6fffb023ab9d |
| institution | OA Journals |
| issn | 2673-5768 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Tourism and Hospitality |
| spelling | doaj-art-eec776e9c07c442b86ac6fffb023ab9d2025-08-20T02:21:49ZengMDPI AGTourism and Hospitality2673-57682025-04-01626710.3390/tourhosp6020067Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and SwedenGita Šakytė-Statnickė0Laurencija Budrytė-Ausiejienė1Klaipėdos Valstybinė Kolegija, Higher Education Institution, 91274 Klaipėda, LithuaniaKlaipėdos Valstybinė Kolegija, Higher Education Institution, 91274 Klaipėda, LithuaniaThis article analyzes the application of artificial intelligence in the tourism sector in Lithuania, Latvia, and Sweden. This paper aims (1) to identify the benefits of AI-based digital tools for the operations of tourism organizations, and (2) to identify the challenges in using AI-based digital tools in tourism organizations. An analysis of scientific literature has been carried out and the primary data have been obtained from 17 semi-structured interviews conducted in tourism enterprises of three countries. The survey sampling method used is criterion sampling. The data were analyzed using qualitative content analysis, applying a conventional approach to content analysis using an inductive coding process. The main benefits of AI-based digital tools for tourism organization activities are personalization of services, automation and increased operational efficiency of tourism organization activities, etc. Tourism organizations implementing or already using artificial intelligence in their activities are usually faced with the challenge of ensuring data privacy and security, the high costs of implementing artificial intelligence systems, etc.https://www.mdpi.com/2673-5768/6/2/67tourism sectortourism organizationartificial intelligenceAI-based digital tools |
| spellingShingle | Gita Šakytė-Statnickė Laurencija Budrytė-Ausiejienė Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and Sweden Tourism and Hospitality tourism sector tourism organization artificial intelligence AI-based digital tools |
| title | Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and Sweden |
| title_full | Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and Sweden |
| title_fullStr | Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and Sweden |
| title_full_unstemmed | Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and Sweden |
| title_short | Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and Sweden |
| title_sort | application of artificial intelligence in the tourism sector benefits and challenges of ai based digital tools in tourism organizations of lithuania latvia and sweden |
| topic | tourism sector tourism organization artificial intelligence AI-based digital tools |
| url | https://www.mdpi.com/2673-5768/6/2/67 |
| work_keys_str_mv | AT gitasakytestatnicke applicationofartificialintelligenceinthetourismsectorbenefitsandchallengesofaibaseddigitaltoolsintourismorganizationsoflithuanialatviaandsweden AT laurencijabudryteausiejiene applicationofartificialintelligenceinthetourismsectorbenefitsandchallengesofaibaseddigitaltoolsintourismorganizationsoflithuanialatviaandsweden |