Artificial intelligence in tourism: Social and ethical implications
Artificial intelligence in tourism: Social and ethical implications
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Las tecnologías disruptivas crean oportunidades para mejorar la experiencia turística. Las empresas del sector enfrentan el reto de integrar la inteligencia artificial (IA) en la calidad del servicio para satisfacer las expectativas de los turistas. Este estudio examina los impactos sociales y éticos del uso de la IA en el turismo y propone soluciones para su uso ético y responsable. Asimismo, busca comprender los límites de la autonomía de la IA y determinar qué se considera adecuado para que un sistema inteligente tome decisiones relacionadas con los viajes. Se empleó un enfoque cualitativo, con datos recopilados por medio de cuestionarios enviados a siete empresas turísticas brasileñas que utilizan sistemas de IA. Los resultados muestran impactos positivos en las operaciones internas y la recopilación de datos de clientes, junto con algunos efectos negativos. El estudio concluye que es fundamental establecer normas éticas para el uso de la IA en el turismo con el fin de abordar temas de privacidad, equidad y responsabilidad. Estos estándares son necesarios para garantizar un uso responsable de las tecnologías de IA en beneficio tanto de las empresas como de los turistas.
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