TOURISM 4.0: SUSTAINABILITY OF TOURIST VALUES
Abstract
The implementation of artificial intelligence in the direction of sustainable tourism is a complex and multifaceted concept that requires balancing the interests of all interested parties. However, the tourism industry faces many challenges; the main of which is the lack of intelligent tourism systems that help foreign tourists communicate with local service personnel in the service process. Another problem is the lack of intelligent tourism systems that study the tourist experience (functional values, social values, emotional values and epistemic values). In the realm of these challenges, the overall goal of the paper was to develop a methodological framework for an intelligent system focused on tourism experiences that takes social and technical perspectives into account. The theory of socio-technical systems was adopted as a theoretical basis, and the Design Science Research methodology was used to develop the smart tourism system and the process of its organization. A synthesized model of intellectual tourism has been developed, which consists of subsystems, interactions and evaluation results. The model sought to ensure synergy and sustainability in intelligent tourism systems and optimize value for all stakeholders in tourism. In previous studies, the purpose of intelligent systems in tourism was focused on searching and processing information. This study extends the capabilities of intelligent tourism systems to support communication, decision-making and consultation about cultural values. The contribution of this study to intellectual tourism can be reduced to three main directions. First, this study proposed a new design framework in experience-oriented design of tourism systems as sustainable and smart tourism systems. Second, a tourism model and information were proposed and synthesized based on tourism issues and proposed views and principles from STS theory. Thirdly, this study highlighted the potential role of intelligent systems in tourism by creating a methodological basis for designing a mobile application to be placed on a service site.
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