ARTIFICIAL INTELLIGENCE AND COMPETITIVENESS: NEW OPPORTUNITIES FOR THE TOURISM INDUSTRY
Abstract
This study explores the integration of artificial intelligence (AI) into the tourism industry, focusing on its potential to enhance business competitiveness and operational efficiency. The rapid development of AI technologies presents significant opportunities for the tourism sector, enabling automation of services, personalized customer experiences, and advanced data analytics. However, AI adoption also brings challenges, including financial constraints, cybersecurity risks, and the need for workforce upskilling. The research methodology involves a comprehensive analysis of AI applications in tourism, examining current industry trends and assessing the impact of AI-driven strategies on business performance. The study employs a systematic review of technological advancements, expert insights, and industry reports to identify key benefits and barriers associated with AI adoption. The findings reveal that AI significantly enhances customer engagement, facilitates dynamic pricing models, and improves decision-making processes through predictive analytics. Nevertheless, issues such as regulatory uncertainty, ethical concerns, and digital inequality among enterprises pose barriers to widespread implementation. To address these challenges, the study highlights strategic approaches, including policy recommendations for AI governance, investment in cybersecurity frameworks, and structured training programs to equip employees with necessary digital skills. From a practical perspective, businesses that successfully integrate AI into their operations can achieve a competitive advantage by optimizing service delivery, reducing operational costs, and enhancing customer satisfaction. The study provides valuable insights for industry stakeholders, policymakers, and researchers interested in the sustainable development of AI-powered tourism solutions. By bridging the gap between technological advancements and industry needs, the findings contribute to the formulation of effective AI strategies that support long-term business growth and digital transformation in the tourism sector.
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