The use of artificial intelligence by tourists in the Alto Douro wine region: experiences, benefits and challenges
DOI:
https://doi.org/10.29352/mill0219e.41119Keywords:
Artificial Intelligence; Alto Douro Wine Region; tourism; personalisationAbstract
Introduction: Artificial Intelligence (AI) is transforming tourism globally, improving the personalization of the tourist experience. In the context of the Alto Douro Wine Region (RADV), this technology has the potential to optimize visitors’ interaction with cultural and natural heritage.
Objective: To analyze the impact of AI on the tourist experience in the Alto Douro Wine Region (RADV), identifying the most commonly used tools, their benefits, and the challenges faced in order to understand the role of AI in promoting more efficient tourism.
Methods: The research is based on a combination of quantitative and qualitative analysis of data collected through a questionnaire applied to tourists who have visited or are about to visit the RADV. Frequencies, percentages, and trends in the use of AI in tourism were analyzed, especially in this tourist area.
Results: From the data obtained, it emerged that the majority of those surveyed are familiar with and make use of AI, highlighting recommendation systems, booking platforms, and navigation assistants. The main benefits include greater efficiency in planning their trip and personalizing it. However, challenges such as language barriers and connectivity problems are evident.
Conclusion: AI has the potential to significantly improve the experience of tourists in RADV, but requires improvements in digital accessibility and cultural integration.
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