Module 5: Artificial Intelligence

The module introduces the topic of artificial intelligence (AI) within the context of sustainable tourism, focusing on its potential applications, categories, and challenges for small and medium-sized enterprises (SMEs). It explains the distinction between weak AI (reactive and limited memory) and strong AI, highlighting current uses of AI in various industries and its relevance in the tourism sector for data-driven insights and personalized customer experiences. The text underscores the importance of understanding AI's impact on sustainability and suggests ways to mitigate its environmental footprint, emphasizing its role in predictive analytics, waste management, and resource optimization within the tourism industry. Additionally, it presents case studies demonstrating AI's practical implementation in tourism businesses, such as chatbots for customer service and food waste monitoring in catering. Despite its potential benefits, the text also acknowledges the challenges associated with AI adoption, including cost, technical expertise, and sustainability concerns, urging SMEs to carefully consider its implications for their businesses.