El Papel de los LLMs en la Oferta de Servicios de la Industria Turística de Colombia para la Generación de Rutas Personalizadas con enfoque End-User

Abstract

This paper analyzes the implementation of Large Language Models (LLMs) in the tourism industry for generating personalized routes aimed at enhancing the end-user experience and promoting sustainable practices aligned with the Sustainable Development Goals (SDGs). It addresses how LLMs can personalize tourist itineraries by considering user preferences and local characteristics, optimizing responsible consumption and fostering community-based tourism. Three main alternatives are proposed: the development of localized LLMs, the creation of territorial brands, and the promotion of sustainable tourism in urban and rural circuits. Each of these proposals seeks to improve the integration of technology into the tourism sector, ensuring that the economic and social benefits reach local communities while minimizing environmental impact. The paper is supported by previous studies on cultural entrepreneurship, social change communication, and urban economics, establishing a clear roadmap for the implementation of LLMs in sustainable tourism.