Inteligencia artificial para optimizar la experiencia del visitante en los buses turísticos de la ciudad de Quito, provincia de Pichincha.

Abstract

The research aimed to design a technological model supported by artificial intelligence to strengthen the visitor experience and improve the competitiveness of the tourist bus service in the city of Quito. The study was conducted using a mixedmethods approach, with a descriptive scope and a non-experimental research design. Data were collected through an observation checklist applied to the service and a survey administered to 385 national and international tourists who use this means of tourist transportation. The results revealed a low level of digitalization due to the lack of technological tools and mobile applications. Furthermore, tourists expressed a positive perception of the use of these technologies, highlighting benefits such as access to real-time information, multilingual content, personalized assistance during the tours, and improved connectivity, all of which would contribute to a more satisfying visitor experience. The discussion identified a gap between the technological capabilities currently offered by the service and users' expectations, as they demand more innovative and interactive digital solutions. This finding justified the need to incorporate technological tools that respond to current tourism trends and visitors' needs. In conclusion, the study suggests that a technological model supported by artificial intelligence could strengthen the visitor experience and enhance the competitiveness of Quito's tourist bus service, provided that its implementation is developed, monitored, and evaluated in a subsequent phase with measurable outcomes.