Smart tourism application: towards software development for artificial intelligence in tourism management

Abstract

Artificial intelligence (AI) can manage tourism by optimizing, personalizing the experience, and enhancing user interactions. This research presents the Ayutthaya tourism platform independent model (ATPiM), an intelligent tourism application that integrates a domain-specific language (DSL) designed for chatbot development with machine learning algorithms that generate personalized recommendations based on user preferences, historical data, and real-time contextual influences. This pre-experimental design measures performance on parameters such as response time, recommendation accuracy, and system latency. The outcomes indicate that the mean time taken to respond to a user's query was 2.3 seconds, with 88.5% recommendation accuracy, and no latency. The AI-based recommendation system achieved 89.7% accuracy at destinations, 87.2% at accommodations, 90.3% at itineraries, and 85.6% at activities, with corresponding recalls of 85.4%, 83.5%, 88.1%, and 80.2% respectively. Although these results are promising, a 6.2% error rate for the advanced search, along with data security are some of the remaining issues. The findings reveal that the development of new user-centric and sustainable solutions for tourism, which leverage state-of-the-art natural language processing approaches, can enhance data security and provide additional new technologies, such as augmented reality (AR) and blockchain, for use in tourism.