THE ROLE OF ARTIFICIAL INTELLIGENCE ON TOURISM DEVELOPMENT

Abstract

Artificial Intelligence is having a significant impact on the travel and tourism industry. AI has completely changed how tourists plan and research their holidays, choose a destination, book accommodation and interact with different cultures. Tourist organisations are using AI to help manage daily business, understand tourists preferences and improve customer service. This study outlines the impact of AI in the sector, looking specifically at destination management, digital marketing, cultural heritage tourism, personalised travel and sustainable tourism. The study also looks at the key issues that arise with AI, such as, data, cost, accuracy and employee roles. This article uses a qualitative approach to look at academic literature and global policy guidelines to show how AI can be used to help a tourists growth by providing more information, increasing efficiency and helping businesses understand what customers want. However, this will only be possible if ethical data management can be implemented, employees have increased digital skills and there is collaboration between technology companies, tourism businesses and public organisations.