INNOVATIONS IN TOURISM SCIENCE: AI INTEGRATION AS A STRATEGIC VECTOR OF TOURISM AND HOTEL AND RESTAURANT BUSINESS ORGANIZATION
Abstract
The modern stage of societal development is characterized by profound technological changes that permeate all spheres of the economy, particularly the tourism and hospitality industries. Artificial Intelligence (AI), with its capabilities for big data analysis, machine learning, forecasting, and automation of complex processes, acts as a powerful catalyst for industry transformation. The purpose of the article is to explore the theoretical and practical aspects of integrating AI into the tourism and hospitality business as a strategic vector for its development, to identify key directions of transformation in tourism studies under the influence of new technologies, and to assess their impact on enhancing the efficiency and competitiveness of enterprises. The article analyzes the current state and trends in the application of AI tools in tourism and hospitality, including dynamic pricing systems, chatbots and virtual assistants, personalized recommendation systems, predictive analytical models for demand management, and robotic technologies in restaurant service. The content of the concept of "tourism studies" in the digital age is examined, and the necessity of its evolution through the integration of knowledge from information technology, data science, and cybernetics is substantiated. The main challenges associated with AI implementation are highlighted, such as high initial investments, shortage of qualified personnel, cybersecurity issues, and the ethics of data use. The conclusions emphasize that AI integration is not merely a technological update but a strategic necessity for ensuring sustainable development, improving service quality, optimizing costs, and forming unique competitive advantages for tourism and hospitality enterprises. Directions for further research are proposed, including the development of adaptive educational programs for training new types of specialists and the formation of a comprehensive methodology for assessing the effectiveness of AI solutions in hospitality. The research results can be useful for business owners, managers, scientists, and educators in the process of developing digital transformation and industry modernization strategies.
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