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A typology of AI
experiences and
their implications
for tourists and
tourism providers
Dr. Ulrike Gretzel
University of Southern California
Conceptual Layers of Smart Tourism
Gretzel, 2017
Smart tourism
experiences
• The smart tourism experience focuses on
technology-mediated tourism experiences
and their enhancement through
personalization, context-awareness and real-
time monitoring (Buhalis & Amaranggana,
2015)
• The smart tourism experience is efficient and
rich in meaning. Tourists are active
participants in its creation. The smart tourists
and their digital selves (or data bodies) use
smartphones to tap into information
infrastructures provided at the destination or
virtually in order to add value to their
experiences (Gretzel et al., 2015)
Femenia-
Serra &
Neuhofer
(2018)
Smart Tourism
Experience
Meaning-
enriched
Technology-
Enhanced
Context-
driven
Big-Data
Supported
Gretzel, Reino, Kopera & Koo, 2015
Types of AI Experiences
AI mediated
Direct interaction
Awareness
Intentional
AI enabled
AI creates or supports the
experience in the background
AI mediated experiences
• Embodied vs. virtual
• If embodied, mobile vs. stationary
• Type of interaction: voice vs. type/touch
• Initiated by tourist vs. smart destination/provider
• Confined vs. ubiquitous
Implications for Smart Tourists
CHOICE PLAYFULNESS POTENTIAL FOR
INTERRUPTION
Implications for
destinations/providers
Novelty effects – short-term exploitation vs. long-term
effects
Need to manage expectations – human as standard
Focus on interaction – great need to manage
experience but also greater opportunity for
feedback/learning
Focus on “at destination”
Use confined
Frustration-attuned AI
Types of AI
enabled
experiences
Real-time vs. post hoc
Visible vs. hidden
Focus on tourist experience vs. marketing
intelligence
Blended into experience vs. super-
imposed
Implications
for Tourists
PERSONALIZATION RECOMMENDATION POSITIVE SURPRISE
SUSPICION/CREEPINESS PRIVACY CONCERNS
Implications for Smart destinations/providers
Optimization Behavior
manipulation
Knowledge discovery
- innovation

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A typology of ai experiences and their implications for tourists and tourism providers