ARTIFICIAL INTELLIGENCE AS A TOOL FOR TRANSFORMING THE TOURISM INDUSTRY

Abstract

Aim: This article examines the role of artificial intelligence (AI) in transforming the tourism industry and improving tourism services. Method: The study is based on an analysis of academic literature and recent international research on AI applications in tourism and hospitality. Results: AI can improve travel planning, personalization, customer service, demand forecasting, marketing, and operational efficiency. Conclusion: Effective and responsible adoption of AI can increase the competitiveness of tourism businesses while improving the tourist experience, although data protection, workforce adaptation and ethical issues require particular attention.