Juan Luis Nicolau, writing in the Journal of Smart Tourism, argues that generative artificial intelligence acts as a cognitive layer in tourism: it can read a traveller’s mood, co‑create content and personalise responses almost instantly. Unlike earlier AI tools that gave logic‑based answers or automated tasks, generative AI can simulate human‑like reasoning and imagine experiences with users.
The technology is useful before, during and after a trip. Before travel it helps explore options and build an itinerary. During a trip it offers real‑time suggestions tuned to a traveller’s energy or mood — for example, a hike when someone feels energetic or a quiet local coffee shop when they feel tired. After travel it can help compose online reviews for others to read.
Nicolau mapped these functions across eight tourism research areas and 15 thematic topics, noting trends in consumer behaviour such as slow travel and mindful tourism. He also raises a clear warning on privacy and ethics: sharing emotional data may be risky and those issues still need solutions. Source: Virginia Tech.
Difficult words
- generative artificial intelligence — AI that creates new text, images, or ideas.
- cognitive layer — software that interprets and responds to information.
- personalise — change something to fit a person’s needs.
- simulate — produce a model or copy of real behaviour.
- itinerary — a planned route or schedule for a trip.
- real-time — happening immediately as events occur.
- mindful tourism — travel focused on slow, attentive experiences.
- emotional data — information about a person’s feelings or mood.
Tip: hover, focus or tap highlighted words in the article to see quick definitions while you read or listen.
Discussion questions
- How might personalised AI suggestions change the way you plan or experience a trip? Give examples.
- What ethical concerns do you see in sharing emotional data with travel apps or services?
- Do you prefer flexible, mood-based recommendations or a fixed itinerary when you travel? Explain your reasons.
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