AI in Tour Guiding Services: Investigating User Experiences of ChatGPT-Guided Trips in Sydney and Rome

Burak Düz

Article Details

AI in Tour Guiding Services: Investigating User Experiences of ChatGPT-Guided Trips in Sydney and Rome

Authors:

Burak Düz

Publisher:

Manisa Celal Bayar University

Main Topics:

Tüketici Odaklı Ürün veya Hizmet Geliştirme | Turizm (Diğer)

Journal:

Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi Vol.23 Issue 3, pp.304-322

Document Type:

Article

Publication Date:

9/2025

Document Language:

Turkish

Document ID (Org No.):

2001359932

pISSN:

1304-4796

Keywords:

Abstract:

 Artificial intelligence AI transforms tour guiding services. Previous research has mainly focused on AI tour guides influence on user attitudes, behaviors and human labor. However, there is limited identification of the service provided by this technology. Nonetheless, it is important to identify AI tour guiding services to understand the phenomenon. This study examines the tour guiding service provided by ChatGPT and identifies its features in the context of tour guiding services. Two reporters from The Guardian and CNBC have employed ChatGPT as their tour guide in Sydney and Rome and their reported experiences have been examined. According to the findings, constructing biased discourses, creating misleading trust, and producing manipulative content and disinformation were identified as potential risks for ChatGPTs utilization in the tour guiding services. The study concludes with the identification of human tour guides competitive advantage against this technology and projections on the ethical use of AI.

 Artificial intelligence AI transforms tour guiding services. Previous research has mainly focused on AI tour guides influence on user attitudes, behaviors and human labor. However, there is limited identification of the service provided by this technology. Nonetheless, it is important to identify AI tour guiding services to understand the phenomenon. This study examines the tour guiding service provided by ChatGPT and identifies its features in the context of tour guiding services. Two reporters from The Guardian and CNBC have employed ChatGPT as their tour guide in Sydney and Rome and their reported experiences have been examined. According to the findings, constructing biased discourses, creating misleading trust, and producing manipulative content and disinformation were identified as potential risks for ChatGPTs utilization in the tour guiding services. The study concludes with the identification of human tour guides competitive advantage against this technology and projections on the ethical use of AI.

 Artificial intelligence AI transforms tour guiding services. Previous research has mainly focused on AI tour guides influence on user attitudes, behaviors and human labor. However, there is limited identification of the service provided by this technology. Nonetheless, it is important to identify AI tour guiding services to understand the phenomenon. This study examines the tour guiding service provided by ChatGPT and identifies its features in the context of tour guiding services. Two reporters from The Guardian and CNBC have employed ChatGPT as their tour guide in Sydney and Rome and their reported experiences have been examined. According to the findings, constructing biased discourses, creating misleading trust, and producing manipulative content and disinformation were identified as potential risks for ChatGPTs utilization in the tour guiding services. The study concludes with the identification of human tour guides competitive advantage against this technology and projections on the ethical use of AI.

 Yapay zekâ teknolojisi turist rehberliği hizmetlerini dönüştürürken alanyazındaki araştırmalar yapay zekânın kullanıcı tutumlarına, davranışlarına ve istihdama olan etkisine odaklanmıştır. Ancak, yapay zekânın müstakil bir turist rehberi olarak sunduğu hizmete ilişkin araştırma bulguları sınırlıdır. Dolayısıyla, bu çalışma turist rehberliği hizmetinin turizm endüstrisi için önemini ve yapay zekânın bu alandaki dönüştürücü etkisini göz önüne alarak ChatGPTnin sunduğu turist rehberliği hizmetini incelemiş; bu teknolojinin turist rehberliği bağlamında sahip olduğu özellikler kullanıcı deneyimleri üzerinden tanımlamıştır. Bu kapsamda haber kuruluşları The Guardianda ve CNBCde çalışan muhabirlerin ChatGPT rehberliğinde Sidney ve Roma şehirlerinde edindikleri ve haberleştirdikleri deneyimler tematik analizle incelenmiştir. Bulgulara göre ChatGPTnin işletme önerileri ve tur planlaması konusunda kullanışsız olduğu belirlenmiştir. Ayrıca, ChatGPTnin turist rehberliği hizmeti sunarken taraflı söylemler inşa etmesi, yanıltıcı güven oluşturarak manipülatif içerikler ve dezenformasyon üretmesi gibi potansiyel riskler de ortaya çıkarılmıştır. Çalışmanın sonunda sektördeki insan iş gücünün yapay zekâ karşısındaki rekabet avantajına ve yapay zekânın etik kullanımına ilişkin projeksiyonlar sunulmaktadır.

Article Details

AI in Tour Guiding Services: Investigating User Experiences of ChatGPT-Guided Trips in Sydney and Rome

Authors:

Burak Düz

Publisher:

Manisa Celal Bayar University

Main Topics:

Tüketici Odaklı Ürün veya Hizmet Geliştirme | Turizm (Diğer)

Journal:

Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi Vol.23 Issue 3, pp.304-322

Document Type:

Article

Publication Date:

9/2025

Document Language:

Turkish

Document ID (Org No.):

2001359932

pISSN:

1304-4796

Tourism

Tour Guiding

Technology

Artificial Intelligence

ChatGPTTurizm

Turist Rehberliği

Teknoloji

Yapay Zekâ

ChatGPT

Issues

Article Details

Authors: Burak Düz

Publisher: Manisa Celal Bayar University

Main Topics: Tüketici Odaklı Ürün veya Hizmet Geliştirme | Turizm (Diğer)

Journal: Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi Vol.23 Issue 3, pp.304-322

Document Type: Article

Publication Date: 9/2025

Document Language: Turkish

Document ID (Org No.): 2001359932

pISSN: 1304-4796

Issues

Authors:

Burak Düz

Publisher:

Manisa Celal Bayar University

Main Topics:

Tüketici Odaklı Ürün veya Hizmet Geliştirme | Turizm (Diğer)

Journal:

Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi Vol.23 Issue 3, pp.304-322

Document Type:

Article

Publication Date:

9/2025

Document Language:

Turkish

Document ID (Org No.):

2001359932

pISSN:

1304-4796