Technological innovation for cultural tourism: Virtual assistant at the Las Lajas Shrine, Colombia

The research focused on improving the tourist experience at the Santuario de las Lajas, located in Ipiales, Colombia, through the use of artificial intelligence applied to image recognition via WhatsApp. The project was part of the artificial intelligence research line, specifically in the sub-line of artificial vision, by implementing a virtual assistant capable of identifying artistic representations of the sanctuary and providing contextualised information to visitors. The sanctuary, recognised as one of the seven wonders of Colombia, lacked significant educational and guidance information for tourists, which created a cultural disconnect and limited appreciation of the heritage site. The proposed virtual assistant used machine learning and natural language processing algorithms to provide accurate and rapid responses through simple interaction via the WhatsApp platform. The study was carried out through surveys, interviews, and data analysis applied to a representative sample of visitors between 2023 and 2024. The results showed improvements in user satisfaction, greater accuracy in visual recognition, and a decrease in response times. The project also had a positive impact on the promotion of sustainable tourism, the strengthening of regional tourism, and the conservation of cultural heritage. In conclusion, the research highlighted the importance of integrating emerging technologies for social and cultural purposes, positioning the virtual assistant as a replicable model in other historical spaces and as an important step forward in the digitisation of heritage.