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DOES TOURIST GUIDING SUCCUMB TO TECHNOLOGY? AN ANALYSIS OF VIEWS ON AI AND AR-POWERED DIGITAL GUIDING SOFTWARE AT HAGIA SOPHIA

Year 2025, Volume: 34 Issue: Uygarlığın Dönüşümü - Sosyal Bilimlerin Bakışıyla Yapay Zekâ, 355 - 376, 20.07.2025

İlker Şahin

Abstract

Artificial intelligence (AI), augmented reality (AR), virtual reality (VR), and metaverse technologies have initiated a digital transformation in tourist guiding, enabling immersive experiences of cultural heritage through visual enhancements. However, it remains unclear whether AI developments pose a threat to professional guiding or serve as components of hybrid models that enrich tourist experiences. This study explores professional tourist guides’ perspectives on Voiser Hagia Sophia, an AI-powered AR application introduced at the Hagia Sophia Museum following temporary restrictions on traditional guiding. Employing a holistic single-case design, asynchronous e-interviews were conducted with 92 licensed tourist guides. The data were analyzed thematically and descriptively using NVivo 20 software. Findings revealed five key themes: “Irreplaceability, Professional Threat, Technological Advantages, Commodification, and Legal and Ethical Concerns”. Over half of the guides believe that AI cannot replace human guides due to its inadequacy in answering tourist questions, managing groups, conveying emotions, interpreting cultural content, and ensuring interaction. Concerns were also raised about the promotion of guide-free visits and the legal implications of banning guiding. While one-sixth of participants perceive AI as a threat to job opportunities in independent touring contexts, others see hybrid models as beneficial tools. Some guides criticized the software as a profit-driven initiative that commodifies both cultural heritage and the guiding profession.

Keywords

Digital Tourism AI Tour Guide Mobile Tourist Guide Robot Tour Guide Qualitative Research

References

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TURİST REHBERLİĞİ TEKNOLOJİYE YENİK DÜŞER Mİ? YAPAY ZEKÂ VE ARTIRILMIŞ GERÇEKLİK DESTEKLİ AYASOFYA DİJİTAL REHBERLİK YAZILIMINA İLİŞKİN GÖRÜŞLERİN ANALİZİ

Year 2025, Volume: 34 Issue: Uygarlığın Dönüşümü - Sosyal Bilimlerin Bakışıyla Yapay Zekâ, 355 - 376, 20.07.2025

İlker Şahin

Abstract

Yapay zekâ, artırılmış gerçeklik (AR), sanal gerçeklik (VR) ve metaverse teknolojileri, turist rehberliğinde dijital bir dönüşüm başlatarak kültürel mirasın görsel zenginliklerle derinlemesine deneyimlenmesini sağlamaktadır. Yapay zekâ teknolojilerindeki gelişmelerin rehberlik açısından tehdit mi oluşturduğu yoksa tur deneyimini zenginleştirecek hibrit modellerin bileşeni mi olacağı henüz netlik kazanmamıştır. Araştırma, klasik rehberliği bir süre yasaklayan düzenlemeler kapsamında Ayasofya Müzesi’nde hizmet vermeye başlayan yapay zekâ destekli AR yazılımı Voiser Hagia Sophia’ya ilişkin profesyonel rehber görüşlerini ortaya koymayı amaçlamaktadır. Bütüncül tek durum desenli araştırmada 92 rehberle eş zamansız e-görüşme gerçekleştirilmiştir. Veriler, NVIVO20 yazılımı ile tematik ve betimsel analizlere tabii tutulmuştur. Bulgular, görüşlerin “İkame Edilemezlik, Mesleki Tehdit, Teknolojik Avantajlar, Metalaştırma, Yasal ve Etik Sorunlar” olmak üzere beş boyuttan oluştuğunu ortaya çıkarmıştır. Rehberlerin yarısından fazlası yapay zekânın turist sorularını yanıtlamada, gurup yönetiminde, duygu aktarımında, yorumlamada ve etkileşimde yetersiz kalacağı öngörüleri nedeniyle insan rehberlerin yerini tutamayacağı görüşündedir. Turistlerin uygulamaya yönlendirilerek “rehbersiz gezilerin’ teşvik edilmesi, rehberliğin bir süre yasaklanması gibi durumlar yasal ve etik sorunlar kapsamında değerlendirilmektedir. Rehberlerin altıda biri yapay zekânın münferit gezilerde mesleği ortadan kaldıracağını veya iş alanlarını daraltacağını düşünmektedir. Bazı rehberler hibrit sistem olması halinde yapay zekâyı işlerini kolaylaştıracak teknolojik avantaj olarak görmektedir. Rehberlerin bir bölümü yazılımın kültürel mirası ve rehberliği metalaştırılan kâr amaçlı bir uygulama olduğu görüşündedir.

Keywords

Dijital Turizm Yapay Zekâlı Tur Rehberi Mobil Turist Rehberi Robot Tur Rehberi Nitel Araştırma

Ethical Statement

Yazar tüm hazırlanma süreçlerinde etik kurallara riayet edildiğini beyan eder. Kastamonu Üniversitesi Sosyal ve Beşerî Bilimler Bilimsel Araştırmalar ve Yayın Etiği Kurulu’ndan 10.04.2025 tarih ve 30 sayılı karar numarası ile izin alınmıştır.

Supporting Institution

Bulunmuyor

References

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  • Al-Wazzan, A., Al-Farhan, R., Al-Ali, F., & El-Abd, M. (2016, March). Tour-guide robot. In Proceedings of 2016 International Conference on Industrial Informatics and Computer Systems (CIICS), (pp. 1-5).
  • Ap, J., & Wong, K. K. (2001). Case study on tour guiding: Professionalism, issues and problems. Tourism Management, 22(5), 551-563. https://doi.org/10.1016/S0261-5177(01)00013-9
  • Başar, A., & Yıldırım H. M. (2023). Turist rehberlerinin bakış açısından akıllı turizm uygulamalarının değerlendirilmesi: Çanakkale Rehberler Odası örneği. Turist Rehberliği Nitel Araştırmalar Dergisi, 4(1): 14-35
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  • de La Harpe, M., & Sevenhuysen, K. (2020). New technologies in the field of tourist guiding: Threat or tool? Journal of Tourismology, 6(1), 13-33. https://doi.org/10.26650/jot.2020.6.1.0009
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There are 66 citations in total.

Details

Primary Language Turkish
Subjects Marketing (Other)
Journal Section Articles
Authors

İlker Şahin 0000-0002-0516-4675

Publication Date July 20, 2025
Submission Date April 17, 2025
Acceptance Date July 11, 2025
Published in Issue Year 2025 Volume: 34 Issue: Uygarlığın Dönüşümü - Sosyal Bilimlerin Bakışıyla Yapay Zekâ

Cite

APA Şahin, İ. (2025). TURİST REHBERLİĞİ TEKNOLOJİYE YENİK DÜŞER Mİ? YAPAY ZEKÂ VE ARTIRILMIŞ GERÇEKLİK DESTEKLİ AYASOFYA DİJİTAL REHBERLİK YAZILIMINA İLİŞKİN GÖRÜŞLERİN ANALİZİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 34(Uygarlığın Dönüşümü - Sosyal Bilimlerin Bakışıyla Yapay Zekâ), 355-376. https://doi.org/10.35379/cusosbil.1678218
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