AI Tolls for Operational Enhancement in Micro-Travel Agencies
Amaratunga, Imasha D (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120131161
https://urn.fi/URN:NBN:fi:amk-2025120131161
Tiivistelmä
The growing utilization of Artificial Intelligence tools, most importantly the generative AI platforms, such as ChatGPT, has brought revolutionary changes for tourism sector professionals working in micro-travel agencies in terms of content generation, communication, and efficiency in work. This research aims to explore the use of AI technology in tourism, challenges, advantages, and quality assurance methods. Through this, the research work intends to find the answer to one research question, which is to find which operational areas will be mostly benefited by AI tools in Lapland Private Oy.
A qualitative research method is utilized in this study based upon the Technology Acceptance Model to explore different factors related to the adoption of AI. The research methodology encompasses a deep theoretical framework, empirical workflow observations and semi-structured interviews, which were answered by six tourism industry experts from five different nationalities working in Lapland Private Oy, whose job roles are mainly related to sales and operations, management and reservations. The research utilizes thematic analysis in scouting the research theme, where emphasis has been placed upon developing a rich understanding, rather than seeking statistical generalizability in the research findings.
The results evidence the widespread daily usage of AI applications, the preference of ChatGPT as the chosen platform, the importance of content generation as the key area which AI is most useful, efficiency gains, time-saving factor and improved quality, largely in communications, especially for non-native speakers. The cons included of quality anxieties concerning factual correctness, relevance and the necessity of verification methods where human checks are required. Requirements for further training to improve AI literacy and the importance of adopting industry-specific AI platforms are also uncovered. Generally, AI tools are adopted by companies for need-driven activities in a form of bottom-up and this is not a mandated process. However, in order to gain expected results such as increased efficiency, improved content quality and correct information and reducing work stress, proper training, expert-level knowledge and prompts are a must.
A qualitative research method is utilized in this study based upon the Technology Acceptance Model to explore different factors related to the adoption of AI. The research methodology encompasses a deep theoretical framework, empirical workflow observations and semi-structured interviews, which were answered by six tourism industry experts from five different nationalities working in Lapland Private Oy, whose job roles are mainly related to sales and operations, management and reservations. The research utilizes thematic analysis in scouting the research theme, where emphasis has been placed upon developing a rich understanding, rather than seeking statistical generalizability in the research findings.
The results evidence the widespread daily usage of AI applications, the preference of ChatGPT as the chosen platform, the importance of content generation as the key area which AI is most useful, efficiency gains, time-saving factor and improved quality, largely in communications, especially for non-native speakers. The cons included of quality anxieties concerning factual correctness, relevance and the necessity of verification methods where human checks are required. Requirements for further training to improve AI literacy and the importance of adopting industry-specific AI platforms are also uncovered. Generally, AI tools are adopted by companies for need-driven activities in a form of bottom-up and this is not a mandated process. However, in order to gain expected results such as increased efficiency, improved content quality and correct information and reducing work stress, proper training, expert-level knowledge and prompts are a must.