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

Merve Aycan; Övgü Açıksözlü; İlbey Varol

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

EN

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

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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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Merve Aycan ^*
0000-0002-1417-4998
Türkiye

Övgü Açıksözlü
0000-0003-2238-081X
Türkiye

İlbey Varol
0000-0002-5606-1094
Türkiye

Early Pub Date

September 9, 2025

Publication Date

December 21, 2025

Submission Date

May 12, 2024

Acceptance Date

August 28, 2025

Published in Issue

Year 2025 Volume: 10 Number: 3

DOI

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

IZ

https://izlik.org/JA67WE77RR

APA

Aycan, M., Açıksözlü, Ö., & Varol, İ. (2025). The ethical evaluation of application of artificial intelligence in tourism enterprises: Roboethics in tourism enterprises. Journal of Multidisciplinary Academic Tourism, 10(3), 315-334. https://doi.org/10.31822/jomat.2025-10-3-315

AMA

1.Aycan M, Açıksözlü Ö, Varol İ. The ethical evaluation of application of artificial intelligence in tourism enterprises: Roboethics in tourism enterprises. Jomat. 2025;10(3):315-334. doi:10.31822/jomat.2025-10-3-315

Chicago

Aycan, Merve, Övgü Açıksözlü, and İlbey Varol. 2025. “The Ethical Evaluation of Application of Artificial Intelligence in Tourism Enterprises: Roboethics in Tourism Enterprises”. Journal of Multidisciplinary Academic Tourism 10 (3): 315-34. https://doi.org/10.31822/jomat.2025-10-3-315.

EndNote

Aycan M, Açıksözlü Ö, Varol İ (December 1, 2025) The ethical evaluation of application of artificial intelligence in tourism enterprises: Roboethics in tourism enterprises. Journal of Multidisciplinary Academic Tourism 10 3 315–334.

IEEE

[1]M. Aycan, Ö. Açıksözlü, and İ. Varol, “The ethical evaluation of application of artificial intelligence in tourism enterprises: Roboethics in tourism enterprises”, Jomat, vol. 10, no. 3, pp. 315–334, Dec. 2025, doi: 10.31822/jomat.2025-10-3-315.

ISNAD

Aycan, Merve - Açıksözlü, Övgü - Varol, İlbey. “The Ethical Evaluation of Application of Artificial Intelligence in Tourism Enterprises: Roboethics in Tourism Enterprises”. Journal of Multidisciplinary Academic Tourism 10/3 (December 1, 2025): 315-334. https://doi.org/10.31822/jomat.2025-10-3-315.

JAMA

1.Aycan M, Açıksözlü Ö, Varol İ. The ethical evaluation of application of artificial intelligence in tourism enterprises: Roboethics in tourism enterprises. Jomat. 2025;10:315–334.

MLA

Aycan, Merve, et al. “The Ethical Evaluation of Application of Artificial Intelligence in Tourism Enterprises: Roboethics in Tourism Enterprises”. Journal of Multidisciplinary Academic Tourism, vol. 10, no. 3, Dec. 2025, pp. 315-34, doi:10.31822/jomat.2025-10-3-315.

Vancouver

1.Merve Aycan, Övgü Açıksözlü, İlbey Varol. The ethical evaluation of application of artificial intelligence in tourism enterprises: Roboethics in tourism enterprises. Jomat. 2025 Dec. 1;10(3):315-34. doi:10.31822/jomat.2025-10-3-315

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