Table 4

Opportunities and limitations of GAI-enabled SGE from the tourist perspective

DimensionOpportunities/benefitsRisks/Limitations
AutonomyEnables flexible and self-paced explorationMay reduce spontaneity and social interaction
PersonalizationRecommends activities aligned with traveler preferencesRisks of over-customization or limited exposure to novel experiences
Information AccessProvides instant multilingual and location-specific insightsConcerns about accuracy, reliability, and cultural nuance
NavigationOffers real-time route adjustments, itinerary updates, and adaptive suggestionsDepends on internet access, GPS, and tech-savviness
AccessibilitySupports travelers with disabilities, language barriers, or solo travel preferencesNot universally inclusive; older or tech-averse users may feel excluded
Cost-EffectivenessReduces the need for paid guides or rigid tour packagesLacks emotional storytelling or depth offered by local experts
Data-Driven SupportEnables smarter decisions based on crowd levels, weather, or moodRaises privacy concerns and potential algorithmic bias
Source(s): Authors based on Buhalis and Moldavska (2022), Bulchand-Gidumal et al. (2024), Dellaert et al. (2020), Hannigan et al. (2024), Hu and Min (2023), Mladenović et al. (2024a, b), Wang et al. (2023) 
[ViewLarge]
This Feature Is Available To Subscribers Only

or Create an Account

Close Modal
Close Modal