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Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and Sweden

Author

Listed:
  • Gita Šakytė-Statnickė

    (Klaipėdos Valstybinė Kolegija, Higher Education Institution, 91274 Klaipėda, Lithuania)

  • Laurencija Budrytė-Ausiejienė

    (Klaipėdos Valstybinė Kolegija, Higher Education Institution, 91274 Klaipėda, Lithuania)

Abstract

This article analyzes the application of artificial intelligence in the tourism sector in Lithuania, Latvia, and Sweden. This paper aims (1) to identify the benefits of AI-based digital tools for the operations of tourism organizations, and (2) to identify the challenges in using AI-based digital tools in tourism organizations. An analysis of scientific literature has been carried out and the primary data have been obtained from 17 semi-structured interviews conducted in tourism enterprises of three countries. The survey sampling method used is criterion sampling. The data were analyzed using qualitative content analysis, applying a conventional approach to content analysis using an inductive coding process. The main benefits of AI-based digital tools for tourism organization activities are personalization of services, automation and increased operational efficiency of tourism organization activities, etc. Tourism organizations implementing or already using artificial intelligence in their activities are usually faced with the challenge of ensuring data privacy and security, the high costs of implementing artificial intelligence systems, etc.

Suggested Citation

  • Gita Šakytė-Statnickė & Laurencija Budrytė-Ausiejienė, 2025. "Application of Artificial Intelligence in the Tourism Sector: Benefits and Challenges of AI-Based Digital Tools in Tourism Organizations of Lithuania, Latvia, and Sweden," Tourism and Hospitality, MDPI, vol. 6(2), pages 1-15, April.
    • Handle: RePEc:gam:jtourh:v:6:y:2025:i:2:p:67-:d:1637418
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