Trends in Personalization in Tourism Using Artificial Intelligence: A Theoretical Assessment from an Ethical and Privacy Perspective

Öz

This study aims to examine AI-based personalization applications in the tourism sector within the context of data privacy and digital rights. The study explores the potential of AI-based personalization models to transform tourist experiences, while also discussing the risks arising in relation to privacy, ethical responsibility, and the protection of digital rights. A literature review method was employed for this research. The findings indicate that AI enhances customer satisfaction, destination management, and competitive advantage in tourism; however, significant challenges persist regarding the protection of personal data, transparency, and ensuring user consent. The study emphasizes the need for a balanced adoption of AI applications in tourism under the guidance of ethical approaches (utilitarianism, deontology, and ethical design). Additionally, the study highlights the delicate balance between personalization and privacy, drawing attention to the importance of approaches such as ethical design principles, transparency, and data security. In conclusion, it has been demonstrated that AI-driven personalization strategies in tourism can provide innovative and sustainable contributions to the sector if supported by policies that respect user rights.

Anahtar Kelimeler

• Ethics
• Personalization
• Privacy
• Tourism
• Articial Intelligence

Yapay Zeka ile Turizmde Kişiselleştirme Eğilimleri: Etik ve Mahremiyet Açısından Kuramsal Bir Değerlendirme

Öz

Bu araştırma, turizm sektöründe yapay zekâ temelli kişiselleştirme uygulamalarını veri mahremiyeti ve dijital haklar bağlamında incelemeyi amaçlamaktadır. Çalışmada, yapay zekâ temelli kişiselleştirme modelleri aracılığıyla turist deneyimlerini dönüştürme potansiyeli ele alınmış; aynı zamanda gizlilik, etik sorumluluk ve dijital hakların korunması konularında ortaya çıkan riskler tartışılmıştır. Araştırma kapsamında literatür incelemesi yöntemi kullanılmıştır. Bulgular, yapay zekânın turizmde müşteri memnuniyetini, destinasyon yönetimini ve rekabet avantajını güçlendirdiğini; ancak kişisel verilerin korunması, şeffaflık ve kullanıcı rızasının sağlanması gibi konularda önemli sorunların devam ettiğini göstermektedir. Çalışma, etik yaklaşımlar (faydacılık, deontoloji ve etik tasarım) ışığında turizmde yapay zekâ uygulamalarının dengeli bir şekilde benimsenmesi gerektiğini vurgulamaktadır. Ayrıca çalışmada, kişiselleştirme ile mahremiyet arasındaki hassas denge vurgulanmakta; etik tasarım prensipleri, şeffaflık ve veri güvenliği gibi yaklaşımların önemine dikkat çekilmektedir Sonuç olarak, turizmde yapay zekâ destekli kişiselleştirme stratejilerinin, kullanıcı haklarını gözeten politikalarla desteklenmesi halinde sektöre yenilikçi ve sürdürülebilir katkılar sağlayabileceği ortaya konmuştur.

Anahtar Kelimeler

• Etik
• Kişiselleştirme
• Mahremiyet
• Turizm
• Yapay Zeka

Kaynakça

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