THE IMPACT OF ARTIFICIAL INTELLIGENCE ON TOUR GUIDING SERVICES

Abstract

The development of Artificial Intelligence (AI) has brought significant changes to the tourism industry, especially in tour guiding services. Modern guides increasingly rely on intelligent technologies such as chatbots, virtual assistants, and translation systems to provide accurate and interactive information to This paper explores the gradual transformation of the tourism industry caused by Artificial Intelligence (AI), focusing on its influence on traditional tour guiding professions. AI-driven technologies such as smart guide applications, chatbots, and augmented reality tools have started to replace many functions that human guides once performed [1][2]. While AI provides faster, data-based, and personalized experiences for tourists, it simultaneously challenges the demand for conventional tour guides [3][4]. The research argues that although human empathy, storytelling, and emotional connection remain essential, the growing sophistication of AI systems is likely to reduce the number of traditional guiding jobs in the near future [5][6]. The paper concludes that the future of guiding lies in collaboration between human expertise and artificial intelligence tools rather than complete substitution [7][8]..