Sé lo que harás el próximo verano: Un análisis crítico del giro algorítmico del turismo

Sergio Yanes Torrado

doi:10.46661/rec.12652

Authors

Sergio Yanes Torrado Universitat Oberta de Catalunya https://orcid.org/0000-0001-9699-6831

DOI:

https://doi.org/10.46661/rec.12652

Keywords:

Algorithmic tourism, Critical artificial intelligence, Algorithmic governance, Technowashing, Surveillance capitalism

Abstract

This article provides a critical analysis of the so-called algorithmic turn in tourism, exploring how artificial intelligence (AI) is reconstituting the tourism industry from a sociotechnical and political perspective. Counter to the dominant discourse emphasizing efficiency and personalization, the text problematizes the underlying ideological and epistemological frameworks, highlighting how AI reproduces neoliberal logics of data extraction, social control, and cultural homogenization. Concrete applications in marketing, destination management, and tourist experience are examined, underscoring risks such as algorithmic opacity, discriminatory segmentation, loss of autonomy, and the erosion of cultural heritage. Finally, the article advocates for a democratic and emancipatory algorithmic governance that prioritizes collective interest over private profitability and challenges the technowashing promoted by major technology platforms.

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