Етични ценности и правила при внедряване на ИИ в дигиталния свят за създаване на устойчив Бранд България
Ethical values ​​and rules in the implementation of AI in the digital world for building a sustainable brand Bulgaria

Summary/Abstract: The digital transformation in tourism and hospitality accelerates the implementation of artificial intelligence (AI) in marketing, tourist services, database management, and tourist flow analysis. The object of the research is the creation of a sustainable tourism brand Bulgaria. The subject of the study concerns the ethical values and rules in the implementation of artificial intelligence in tourism. The aim of this article includes the application of the United Nations Sustainable Development Goals, and in particular Goal 16, to be implemented within tourism policies at institutional and corporate levels in order to build a sustainable Brand Bulgaria. A practical applied model of ethical rules is proposed to support the development of a sustainable “Brand Bulgaria” through trust, quality of services, and institutional legitimacy.

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