Table 1

Overview of GAI-enabled and traditional tour experiences

AspectSGETraditional tour guides
Information Quality
  • -

    Delivers extensive information from vast datasets

  • -

    Provides real-time insights

  • -

    May lack depth and authenticity

  • -

    Offers culturally rich knowledge

  • -

    Includes storytelling and contextual interpretation

  • -

    Can integrate lesser-known facts

Cultural Sensitivity
  • -

    Relies on programmed algorithms

  • -

    Risk of cultural misinterpretation

  • -

    Understanding of local customs and traditions

  • -

    Ensures appropriate and respectful representation of culture

Personalization
  • -

    Tailors responses based on input

  • -

    Offers content specific to the traveler's interests

  • -

    Adapts to real-time inquiries

  • -

    Adapts dynamically to group interests and non-verbal cues

  • -

    Builds a personal rapport and provides spontaneous experiences

Interactivity
  • -

    Highly interactive

  • -

    Instant responses

  • -

    Interaction is transactional rather than relational

  • -

    Creates meaningful connections through empathetic engagement

  • -

    Fosters group dynamics

  • -

    Encourages open-ended dialog

Accessibility
  • -

    Available 24/7

  • -

    Multilingual support enhances accessibility for diverse travelers

  • -

    Requires technological literacy

  • -

    Limited by physical presence and scheduling constraints

  • -

    May not cater to all language needs

  • -

    Accessible to all regardless of technological proficiency

Cost
  • -

    Cost-effective and scalable for individual travelers

  • -

    Offers budget-friendly solutions

  • -

    Typically, more expensive, especially for private or personalized tours

  • -

    Costs vary widely depending on guide expertise and group size

Adaptability
  • -

    Adapts to queries but within predefined parameters

  • -

    Struggles to account for non-verbal cues or spontaneous group dynamics

  • -

    Adjusts content delivery dynamically based on audience engagement

  • -

    Reacts to unforeseen circumstances and group energy

Consistency
  • -

    Ensures consistent delivery of information

  • -

    Free from human variability in expertise

  • -

    Quality can vary depending on the guide's experience, training, and personal approach

  • -

    Inconsistencies may arise from personal biases

Human Connection
  • -

    Lacks emotional engagement and personal rapport

  • -

    Interaction is purely functional and lacks social bonding elements

  • -

    Builds strong connections through face-to-face interaction

  • -

    Encourages shared experiences

Environmental Impact
  • -

    Energy consumption of GAI raises sustainability concerns

  • -

    Reduces the need for travel-intensive guide logistics

  • -

    Human presence requires travel and resources, but may promote eco-friendly tourism by guiding tourists responsibly

Key Strengths
  • -

    Instant, scalable, and multilingual access to information

  • -

    Highly cost-effective and available at any time or location

  • -

    Rich cultural immersion and personalized experiences

  • -

    Deep emotional and human connection with travelers

Key Weaknesses
  • -

    Limited cultural nuance and emotional depth

  • -

    Requires technological literacy

  • -

    Subject to scheduling constraints and potential variability in quality

  • -

    Limited scalability and higher costs for personal tours

Note(s): Based on: Carvalho and Ivanov (2024), Dwivedi et al. (2024), Koohang et al. (2023), Li et al. (2020, 2021), Mladenović et al. (2024a, b), Syakier and Hanafiah (2022), Wang et al. (2023) 

Source(s): Authors

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