How does AI perform as a tour guide? A user-based assessment through the ChatGPT tour guide performance model at Gordion

AI, particularly ChatGPT, demonstrates significant potential as a tour guide at UNESCO World Heritage Sites like Gordion, offering cost-effective and practical solutions for individual travelers. However, its effectiveness is hindered by external factors such as limited spatial mobility and internet inaccessibility. The study identifies key competencies of AI in this role, including image and voice assistant features, while also highlighting its shortcomings. By employing the Task-Technology Fit Theory and Technology Acceptance Model, researchers conducted an experiment with 45 participants to assess ChatGPT's performance, contributing novel insights into the dynamics shaping AI's tour guide capabilities.

Düz, B., & Kavak, M. (2026). How does AI perform as a tour guide? A user-based assessment through the ChatGPT tour guide performance model at Gordion. Journal of Hospitality and Tourism Technology, 17(3), 779–800. https://doi.org/10.1108/jhtt-07-2025-0610