The ethical evaluation of application of artificial intelligence in tourism enterprises: Roboethics in tourism enterprises

Year 2025, Volume: 10 Issue: 3, 315 - 334

Merve Aycan , Övgü Açıksözlü , İlbey Varol

https://doi.org/10.31822/jomat.2025-10-3-315

Abstract

In a report published in 2019 as “100 Professions of the Future”, many professions take their place among different categories. Within the framework of these categories, in relation to ethics and technology; robot technician, AI instructor, decision support officer, chief ethics officer, robot ethics expert appears as professions. Among these professions, especially robotics ethicists are expected find solutions to controversial situations between subjects such as virtual reality, AI, cyborg technologies, and moral-ethical subjects. Robot ethics experts will also deal with situations such as finding solutions to problems, robot ethics, robot rights, value analysis, and data collection. In this context, the goal is to establish the framework of the concept of roboethics in tourism enterprises. In order to find answers to those questions, the scenario technique was used in the research. The research was conducted in Türkiye. The sampling of this research consists of tourism academicians, employees in the tourism sector, students majoring in the department of tourism at universities, AI programmers, and potential tourists. Participants were reached by using the online survey method in February 2024. At the end of the research, a total of 250 people were reached, 50 people from each group. When a general assessment is conducted as a result of the research, in general, robots are more positively accepted in the travel industry, tourism and hospitality compared to service robots. However, the question of to whom the responsibility will be assigned once a problem occurs between a robot and a customer, remains unclear. The ethical behaviors of a robot after the interaction, is also subject to discussion.

Keywords

Tourism , Roboethics , Artificial Intelligence

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