IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE ON THE PROFESSIONAL ACTIVITIES OF LOCAL TOUR GUIDES
Abstract
Generative Artificial Intelligence (GenAI) entered widespread use several years ago. Considering its potential on one hand, and the nature of tour guiding on the other, generative AI can provide significant assistance to tour guides, particularly in the preparation phase of guided tours. The objective of this research was to determine, through a survey of a sample of guides from Osijek-Baranja and Vukovar-Srijem counties, whether local tour guides in these regions are familiar with generative AI technologies and whether they utilize them in preparing their tours. The study was conducted via a survey of local tour guides in the aforementioned counties. The collected data were processed using methods of descriptive and inferential statistics. The research results indicate a relatively poor level of knowledge and a low rate of AI utilization among the surveyed guides for tour preparation purposes. This study was conducted as part of broader research aimed, among other goals, at defining a lifelong learning model for local tour guides to enhance the quality of the tourism offerings in the specified counties.
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References
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