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.