James Bond for a day: emerging roles of AI in thematic tour contexts

Purpose Despite its increasing integration into travel services, there has been limited exploration of artificial intelligence (AI) technologies in thematic tour contexts. Identifying AI’s emerging roles in these tours can offer valuable insights into how this technology is applied in such settings. Therefore, this study aims to address this research gap by examining AI’s roles in a James Bond-themed tour. Design/methodology/approach This research adopts a qualitative approach with a case study design, aiming to identify AI’s emerging roles in a thematic tour context. A webinar, featuring five speakers discussing AI integration in a James Bond-themed experience in London, was used as the research material. Thematic analysis was then applied to the data, resulting in the identification of categories and themes. Findings The findings reveal that AI optimizes service efficiency and customer focus, augments thematic experiences and strengthens human tour guide capabilities by taking over routine and low-skill tasks. As a result, AI becomes a key facilitator for tour operators, customers and human tour guides across three phases: pre-tour, on-tour and post-tour. Originality/value This study contributes to the existing body of knowledge by proposing a framework that explains the service components assumed by AI in thematic tours. Identifying AI’s emerging roles in these tours offers researchers and practitioners valuable insights into this technology’s transformative effects in the field.