LEGAL REGULATION OF THE USE OF ARTIFICIAL INTELLIGENCE IN THE DEVELOPMENT OF THE TOURISM INDUSTRY
DOI: 10.5937/etp2402115T
Keywords:
tourism, Artificial Intelligence, legal regulations, GAI / REFLECTAbstract
Tourism has become a mass industry that attracts over
a billion people worldwide annually. With the increasing
application of artificial intelligence, technology is accelerating
changes in tourism, enhancing customer service, operational
efficiency, and supporting sustainable practices. Therefore, the
aim of this paper is to provide an overview of the impact of
Generative Artificial Intelligence (GAI) on the hospitality and
tourism industry. Through the analysis of various aspects of GAI
application in this sector, the paper explores potential benefits
and challenges that this technology brings for companies,
stakeholders, and users. Additionally, the paper addresses legal
and ethical aspects of GAI usage, particularly concerning data
protection, privacy, and compliance with relevant laws and
regulations. A special focus is on the REFLECT model, which
offers a holistic approach to the use of artificial intelligence,
enabling companies to better understand and manage the
implementation of this technology.
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