The Role Of Artificial Intelligence In The Digital Transformation Of Tourism: Innovative Opportunities And Future Prospects

Abstract

This article examines the functional capabilities of artificial intelligence (AI) technologies in the digital transformation of the tourism sector, their significance in improving the efficiency of tourism services and management processes, and their prospective areas of application. It provides a theoretical and analytical assessment of the potential of AI to personalise tourism services, forecast tourist flows, optimise resource utilisation, enhance service quality, and improve managerial decision-making. The article also explores ongoing digitalisation processes in Uzbekistan’s tourism sector and the prospects for integrating AI technologies into tourism management systems. As its principal conceptual contribution, the study proposes an “Intelligent Tourism Ecosystem” model comprising five interrelated components: data integration, intelligent analytics, personalised services, intelligent management, and human oversight and ethical governance. This approach makes it possible to conceptualise AI not merely as an individual technological tool, but as an integrated system that connects data, human capital, digital infrastructure, and management mechanisms within the tourism sector.

Keywords

tourism • artificial intelligence • digital transformation • intelligent tourism ecosystem • personalisation • tourist flows • digital platforms • forecasting • innovative management • digital infrastructure • Uzbekistan

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