Chapter 11: Artificial Intelligence Supported Tourist Guidance: New Challenges for Tourist Guides in Halal Tourism

Artificial intelligence (AI) supported smart devices, from smartphones to Wi-Fi-enabled robot vacuums, are widely used in daily life and across sectors – including tourism. The tourism sector, highly sensitive to global developments, rapidly adopts AI technologies. For example, service robots or voice-guided devices developed in one country can soon appear in hotels or museums worldwide. AI is utilized not only in accommodation but also in food and beverage services, travel agencies, and guided tours. Tourist guides, regarded as “key players” in tourism, are essential for tour execution and destination promotion. Technologies such as smart headphones, mobile apps, and voice-guided systems are increasingly used in guided tours. Halal tourism, which allows travelers to fulfill religious obligations while on holiday, includes services like halal accommodation, food, transportation, and entertainment. This niche requires more sensitive, informed, and labor-intensive tour services. The responsibilities of tourist guides in halal tourism are thus expanding and evolving. This study aims to examine the integration of AI in tourist guidance and explore the changing roles of guides in halal tourism. Using the literature review method, it will discuss how AI and emerging technologies can be applied in halal tourism, and how guides can use them sustainably, safely, and to enhance customer satisfaction.