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Can AI See like a Tourist? An Exploration of Vision Language Models for Automated Photo Elicitation

In: Information and Communication Technologies in Tourism 2026

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  • Lyndon J. B. Nixon

    (MODUL University, School of Applied Data Science)

Abstract

The photos that tourists take while visiting a destination can provide valuable knowledge to destination marketers about which aspects of a destination captured their attention and attracted them to visit. Traditionally Photo Elicitation Interviews (PEI) extracted the photographer’s intentions in a manual and time consuming process. Today computer vision has taken huge leaps forward through AI and a group of models known as Vision Language Models (VLMs) can generate human-like descriptions of photos. We compare the captioning outputs of different publicly available VLMs on a set of tourist photos with a “ground truth” (human description) and assess how well VLMs could replace PEI for automatic generation of relevant descriptions of tourist destination photography.

Suggested Citation

  • Lyndon J. B. Nixon, 2026. "Can AI See like a Tourist? An Exploration of Vision Language Models for Automated Photo Elicitation," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 10, pages 139-151, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_10
    DOI: 10.1007/978-3-032-23925-9_10
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