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Tourism: An International Interdisciplinary Journal, Vol. 73 No. 3, 2025.

Short communication, Note

https://doi.org/10.37741/t.73.3.13

Experience in Using Digital Tools Based on Artificial Intelligence: Case of the Tourism Organizations in Lithuania, Latvia and Sweden

Gita Šakytė-Statnickė orcid id orcid.org/0000-0002-5320-810X ; Klaipėdos valstybinė kolegija, Higher Education Institution, Klaipėda, Lithuania *
Laurencija Budrytė-Ausiejienė ; Klaipėdos valstybinė kolegija, Higher Education Institution, Klaipėda, Lithuania

* Corresponding author.

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Abstract

This article analyses the tourism organizations experience in using digital tools based on artificial intelligence
(AI) in Lithuania, Latvia and Sweden. Purpose of the article is to identify the main digital tools based on artificial intelligence used in tourism organizations. An analysis of scientific literature has been carried out and the
primary data has been obtained from 9 semi-structured interviews conducted in tourism enterprises of three
countries. The survey sampling method used is criterion sampling. The data were analysed using qualitative
content analysis, applying a conventional approach to content analysis using an inductive coding process. The
article highlights the main groups of digital tools based on artificial intelligence used in tourism organizations.

Keywords

tourism organization; digital tools; artificial intelligence

Hrčak ID:

333748

URI

https://hrcak.srce.hr/333748

Publication date:

15.7.2025.

Visits: 649 *