The tourism industry worldwide is undergoing a fundamental transformation driven by Artificial Intelligence, yet educational institutions-particularly in developing economies-struggle to keep pace. This study investigates how undergraduate tourism programs in Vietnam can meaningfully integrate AI competencies to align with international benchmarks. Drawing on qualitative comparative analysis of educational models from Singapore, Canada, the United States, and France, specific pedagogical gaps within Vietnamese curricula are identified. The research proposes a multi-pronged intervention strategy encompassing curriculum restructuring, faculty digital capacity building, and strengthened industry-academia collaboration. Findings reveal that aligning local training with global digital standards serves dual purposes: enhancing graduate employability while positioning institutions for international accreditation. The proposed framework addresses an often-overlooked dimension-the ethical deployment of AI in educational settings. These insights offer practical guidance for educators, institutional administrators, and policymakers seeking to modernize tourism human resource development in an increasingly automated world.
Research Article | Open Access | Download Full Text
Volume 2 | Issue 4 | Year 2025 | Article Id: DSM-V2I4P102 DOI: https://doi.org/10.59232/DSM-V2I4P102
Integrating Artificial Intelligence in Undergraduate Tourism Education to Meet International Standards
Vuong Pham, Trang Pham Thi Thuy
| Received | Revised | Accepted | Published |
|---|---|---|---|
| 10 Oct 2025 | 18 Nov 2025 | 02 Dec 2025 | 06 Dec 2025 |
Citation
Vuong Pham, Trang Pham Thi Thuy. “Integrating Artificial Intelligence in Undergraduate Tourism Education to Meet International Standards.” DS Journal of Multidisciplinary, vol. 2, no. 4, pp. 17-24, 2025.
Abstract
Keywords
Artificial Intelligence, Curriculum innovation, International standards, Tourism education, Vietnam.
References
[1] Hanoi (VNA), Digital Transformation to Revitalise Post-COVID-19 Tourism, Vietnam Plus, 2020. [Online]. Available: https://en.vietnamplus.vn/digital-transformation-to-revitalise-post-covid-19-tourism-post190095.vnp
[2] Miraç Yücel Başer, Metin Kozak, and Tuba Büyükbeşe, “Integration of Emerging Technologies in Tourism and Hospitality Curriculum: An International Perspective,” Journal of Hospitality, Leisure, Sport & Tourism Education, vol. 36, pp. 1-14, 2025.
[CrossRef] [Google Scholar] [Publisher Link]
[3] Xuân Tựu, Application of Artificial Intelligence (AI) in Tourism Training, VTV News, 2025. [Online]. Available: https://vtv.vn/ung-dung-tri-tue-nhan-tao-ai-trong-dao-tao-du-lich-100250705215023232.htm
[4] Heily Consepción Portocarrero Ramos et al., “Artificial Intelligence Skills and their Impact on the Employability of University Graduates,” Frontiers in Artificial Intelligence, vol. 8, pp. 1-15, 2025.
[CrossRef] [Google Scholar] [Publisher Link]
[5] Roza Sh. Akhmadieva et al., “Research Trends in the Use of Artificial Intelligence in Higher Education,” Frontiers in Education, vol. 9, 2024.
[CrossRef] [Google Scholar] [Publisher Link]
[6] Jinsheng (Jason) Zhu, and Shuo Yu, “Generative AI for Tourism and Hospitality Education,” Current Issues in Tourism, pp. 1-9, 2025.
[CrossRef] [Google Scholar] [Publisher Link]
[7] Mahmut Demir, and Demir Şirvan Şen, “Incorporating Artificial Intelligence into Tourism Education at Universities: Opportunities and Challenges,” Proceedings of the 12th International Scientific and Practical Conference, pp. 106-114, 2023.
[Google Scholar] [Publisher Link]
[8] Global AI Sentiment Report, Booking.com, 2025. [Online]. Available: https://news.booking.com/bookingcom-releases-the-global-ai-sentiment-report/
[9] Chi Huynh Vu, Giao Ha Nam Khanh, and Tien Nguyen Ngoc Thuy, “Factors Influencing Tourists' Intention to Use Artificial Intelligence at Tourist Destinations in Vietnam,” SSRN, 2025.
[CrossRef] [Google Scholar] [Publisher Link]
[10] Solutions to Improve the Effectiveness of Artificial Intelligence (AI) Application in Tourism Communication in Ho Chi Minh City, Nhanluc Nhantai Viet, 2025. [Online]. Available: https://nguonluc.com.vn/giai-phap-nang-cao-hieu-qua-ung-dung-tri-tue-nhan-tao-ai-trong-truyen-thong-du-lich-o-tp-ho-chi-minh-hien-nay-a20761.html
[11] Business Management Media Release, AI can Boost Vietnam's International Tourism Revisit Rate, RMIT Vietnam, RMIT University, 2024. [Online]. Available: https://www.rmit.edu.vn/news/all-news/2024/oct/ai-can-boost-vietnams-international-tourism-revisit-rate
[12] Helen Crompton, and Diane Burke, “Artificial Intelligence in Higher Education: The State of the Field,” International Journal of Educational Technology in Higher Education, vol. 20, no. 1, pp. 1-22, 2023.
[CrossRef] [Google Scholar] [Publisher Link]
[13] Philip Feifan Xie, “Incorporating ChatGPT into Hospitality and Tourism Education: A Comparative Student and AI Study,” Journal of Hospitality & Tourism Education, pp. 1-10, 2025.
[CrossRef] [Google Scholar] [Publisher Link]
[14] Bismark Wiafe Bimpong, The Impact of Generative AI Educational Chatbots on the Academic Support Experiences of Students in U.S. Research Universities, NASPA Blog, 2025. [Online]. Available: https://www.naspa.org/blog/the-impact-of-generative-ai-educational-chatbots-on-the-academic-support-experiences-of-students-in-u-s-research-universities
[15] Ana Pires, Laura Chagas, and Sónia Pais, “Tourism Students' Use of AI Tools: A Preliminary Study,” Education and New Developments, pp. 463-466, 2025.
[CrossRef] [Google Scholar] [Publisher Link]
[16] Usulor, Uchenna Jonathan, “Attaining Ethical Use of AI among Students through Effective Language Use and Classroom Orientation,” African Journal of Humanities and Contemporary Education Research, vol. 20, no. 1, pp. 68-82, 2025.
[CrossRef] [Google Scholar] [Publisher Link]
[17] UN Tourism, UNWTO TedQual Certification System, 2025. [Online]. Available: https://www.untourism.int/unwto-tedqual-certification-system
[18] UN Tourism, Transformational Role of Artificial Intelligence Highlighted as UN Tourism Brings Leaders Together, 2024. [Online]. Available: https://www.untourism.int/news/transformational-role-of-artificial-intelligence-highlighted-as-un-tourism-brings-leaders-together
[19] Tourism (Attractions) Industry Digital Plan, Infocamm Media Development Authority, 2023. [Online]. Available: https://www.imda.gov.sg/resources/press-releases-factsheets-and-speeches/factsheets/2023/tourism-attractions-idp
[20] Innovating Tourism Together: MOU to Foster AI Adoption in Tourism Workforce, Tourism HR Canada, 2025. [Online]. Available: https://tourismhr.ca/innovating-tourism-together-mou-to-foster-ai-adoption-in-tourism-workforce/
[21] Artificial intelligence, Real Learning! Launching Hospitality's First Professional AI Certificate, Les Roches Blog, 2021. [Online]. Available: https://lesroches.edu/blog/artificial-intelligence-hospitalitys-professional-certificate/
[22] France Names Marion Carré AI Ambassador for Tourism in its National AI Diffusion Strategy, Askmona, 2025. [Online]. Available: https://www.askmona.ai/blog/france-marion-carre-ambassador-ai-strategy
[23] Wayne Holmes, and Ilkka Tuomi, “State of the Art and Practice in AI in Education,” European Journal of Education Research, Development and Policy, vol. 57, no. 4, pp. 542-570, 2022.
[CrossRef] [Google Scholar] [Publisher Link]
[24] Kerstin Denecke, Robin Glauser, and Daniel Reichenpfader, “Assessing the Potential and Risks of AI-Based Tools in Higher Education: Results from an eSurvey and SWOT Analysis,” Trends in Higher Education, vol. 2, no. 4, pp. 667-688, 2023.
[CrossRef] [Google Scholar] [Publisher Link]
[25] Ministry of Culture, Sports and Tourism (Vietnam), Scientific Workshop “1Application of Artificial Intelligence (AI) in Tourism Training”, 2023. [Online]. Available: https://hct.edu.vn/vi/node/5131
[26] Jan Delcker et al., “First-Year Students' AI Competence as a Predictor for Intended and de Facto Use of AI-Tools for Supporting Learning Processes in Higher Education,” International Journal of Educational Technology in Higher Education, vol. 21, no. 1, pp. 1-13, 2024.
[CrossRef] [Google Scholar] [Publisher Link]
[27] Chinedu Wilfred Okonkwo, and Abejide Ade-Ibijola, “Chatbots Applications in Education: A Systematic Review,” Computers and Education: Artificial Intelligence, vol. 2, pp. 1-10, 2021.
[CrossRef] [Google Scholar] [Publisher Link]
[28] Harry Barton Essel et al., “The Impact of a Virtual Teaching Assistant (Chatbot) on Students' Learning in Ghanaian Higher Education,” International Journal of Educational Technology in Higher Education, vol. 19, no. 1, pp. 1-19, 2022.
[CrossRef] [Google Scholar] [Publisher Link]
[29] João Batista, Anabela Mesquita, and Gonçalo Carnaz, “Generative AI and Higher Education: Trends, Challenges, and Future Directions from a Systematic Literature Review,” Information, vol. 15, no. 11, pp. 1-27, 2024.
[CrossRef] [Google Scholar] [Publisher Link]
[30] Hong Chuong Pham, Cong Doanh Duong, and Giang Khanh Huyen Nguyen, “What Drives Tourists' Continuance Intention to Use Chatgpt for Travel Services? A Stimulus-Organism-Response Perspective,” Journal of Retailing and Consumer Services, vol. 78, 2024.
[CrossRef] [Google Scholar] [Publisher Link]