GenAI in Tourism Study 2026 - LNU - Group 05

The contents of this report investigates Generative AI (GenAI) and how consumers experience and use it within tourism. The purpose is to understand how GenAI tools influenced the interviewees' experiences, both from a past and future perspective. Therefore, the research question is: How does GenAI influence the experiences within tourism in the context of the past and future? To answer this question, a qualitative method was applied through the use of semi-structured interviews. From these answers, three main dimensions were formed. Firstly, GenAI as a Practical and Cognitive Support of Tourism, which was found to help manage information for the interviewees as well as plan, personalise and make decisions for their travels. This helped alleviate mental stresses they may have faced. The second dimension was GenAI as an Influence for Social Interactions and Experiences in Tourism, which highlighted how people have changed how they interact with staff, which brought concerns with some interviewees on how they have worries regarding the loss of authentic human contact when travelling. Finally, the last dimension was GenAI and its Risks, Vulnerabilities and Future Concerns, showcasing other concerns that come with AI, which include privacy and overreliance. The findings therefore showed that GenAI can enhance confidence, efficiency as well as be a convenient help within a tourism context. Although the majority of the interviewees remain cautious of the tool, they value it as a helpful addition to their travel experience instead of a replacement for human interactions. All in all, this highlights the importance of having a balance between technology and authenticity in travel.本报告聚焦生成式人工智能（Generative AI，下称GenAI），探讨消费者在旅游业中的使用体验与应用场景。本研究旨在从过往与未来双维度，解析GenAI工具对受访者旅游体验的影响路径，据此提出核心研究问题：在过往与未来的语境下，GenAI将如何作用于旅游业相关体验？ 为解答该问题，本研究采用质性研究方法，通过半结构化访谈（semi-structured interviews）收集数据。基于访谈结果，本研究提炼出三大核心维度：其一为GenAI作为旅游业的实用与认知支持工具，研究发现其可协助受访者整合旅游相关信息、规划行程、定制个性化方案并辅助旅行决策，有效缓解受访者在旅行筹备阶段可能面临的精神压力。其二为GenAI对旅游业社交互动与体验的影响，该维度揭示了受访者在使用GenAI后与旅游从业者的互动方式发生的变化，部分受访者因此担忧旅行中真实人际接触的缺失。其三为GenAI的风险、脆弱性与未来隐忧，该部分展示了AI应用伴随的其他潜在问题，包括隐私泄露风险与过度依赖倾向。 研究结果表明，GenAI可提升旅游场景中的出行信心与决策效率，同时为旅行者提供便捷支持。尽管多数受访者对该工具仍持谨慎态度，但他们均认可GenAI是旅游体验的有益补充，而非人际互动的替代者。综上，本研究凸显了在旅行场景中平衡技术应用与真实体验的重要性。