Research purpose:
This study investigates the integration of artificial intelligence into tourism services through the case of iGuide.ai, with a focus on how such technologies can enhance accessibility, deliver personalized experiences, and contribute to more sustainable practices within the travel industry.
Research motivation:
Vietnam’s tourism sector is undergoing rapid change but continues to face persistent challenges, including inconsistent service quality, limited multilingual support, and increasing pressure for digital innovation. The emergence of generative AI provides new opportunities to bridge these gaps, making iGuide.ai a compelling case for closer examination.
Research design, approach, and method:
A qualitative case study methodology was employed, combining a comprehensive literature review on AI applications in tourism with in-depth interviews with iGuide.ai’s management team and key stakeholders. The study focuses on analyzing iGuide.ai’s technological features, strategic positioning, and implementation process. Insights were synthesized primarily from direct and online interviews with the enterprise.
Main findings:
The findings show that iGuide.ai offers substantial value by delivering real-time, personalized recommendations, improving multilingual accessibility, and enriching cultural storytelling for tourists. Nevertheless, the study identifies challenges such as limited user adoption, data privacy concerns, and the high investment required for scaling. These results suggest that the effective application of AI in tourism depends on balancing innovation with ethical, operational, and financial considerations.
Practical/managerial implications:
The case provides actionable insights for startups, tourism managers, and policymakers seeking to leverage AI for service innovation. It demonstrates the potential of digital platforms to increase visitor engagement, advance sustainable tourism practices, and enhance Vietnam’s competitive positioning in the global tourism market.