Navigating AI in Tourism

This chapter explores the complexities of data interpretation in the tourism industry, highlighting the differences between objective and subjective data. It discusses the integration of AI and its impact on travel recommendations, emphasizing the need for personalized experiences while balancing technology with human expertise. Additionally, the chapter addresses the evolution of consumer behavior, the necessity for travel operators to adapt to digital innovations, and the potential benefits of a hybrid model that combines traditional with AI-guided tours.