AI-Driven Personalization in Tourism: Balancing Innovation with Ethical Challenges

A. V. Senthil Kumar Hindusthan College of Arts & Science, India https://orcid.org/0000-0002-8587-7017 M. Mosikan Hindusthan College of Arts & Science, India Amit Dutta All India Council for Technical Education, India Manjunatha Rao L. National Assessment and Accreditation Council, India Ismail Bin Musirin Universiti Teknologi Mara, Malaysia Venkata Shesha Giridhar Akula Sphoorthy Engineering College, India Saifullah Khalid Civil Aviation Research Organisation, India https://orcid.org/0000-0001-9484-8608 Suresh Babu Yalavarthi JKC College, India Chandra Shekar D. V. TJPS College, India https://orcid.org/0000-0001-9798-0305 Suganya R. V. VISTAS, India Uma N. Dulhare Muffakham Jah College of Engineering and Technology, India https://orcid.org/0000-0002-4736-4472 Tiwari S. K. Dr. C. V. Raman University, India AI-Driven Personalization in Tourism Balancing Innovation with Ethical Challenges

This chapter delves into the transformative impact of artificial intelligence (AI) technologies on the tourism sector, focusing on personalized and sustainable travel experiences. It explores how AI-driven recommendation systems, chatbots, and predictive analytics revolutionize personalization by analyzing vast datasets to tailor travel recommendations based on individual preferences. The chapter also addresses challenges such as data privacy and ethical considerations, emphasizing the need for responsible AI implementation. Looking ahead, the chapter underscores the potential for further AI-driven innovations to enhance personalized and sustainable tourism experiences, paving the way for a more efficient, enjoyable, and eco-conscious travel industry. Through AI, the tourism industry can offer travellers highly personalized experiences while minimizing their environmental impact. As AI technologies continue to advance, there is a growing opportunity to create a more sustainable and responsible tourism sector that meets the needs of both travellers and the planet.
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