AI-related skills in the Bulgarian tourism industry
AI-related skills in the Bulgarian tourism industry

Summary/Abstract: The rapid development of artificial intelligence (AI) has transformed the skills required for tourism and hospitality employees. This study explores the evolution of AI-related skills in Bulgarian tourism industry by comparing survey data and interviews from 2019 (135 respondents, 16 interviewees) and 2023 (131 respondents, 22 interviewees). The findings reveal that Bulgarian tourism managers acknowledge the need for AI-related skills in the future and the insufficient current proficiency level of these skills in their organisations but they are not always ready to push the digitalisation of their businesses. The study highlights the sector's readiness for digital transformation and provides insights into skill gaps and future workforce needs. The results contribute to the ongoing discussion on AI adaptation in tourism, offering a localised perspective on the evolving skill landscape.

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